This summer, Chiquita Brands International is hosting a ‘We Are Bananas’ marketing campaign to build on the success of its 2017 campaign which achieved more than 74 million global impressions.
Kicking off this July and running until mid-August, the activity is set to once again take over central London – giving central black cabs and London buses on key routes ‘We Are Bananas’ wrap-around makeovers, with designs featuring the brand’s blue and yellow branding. The seven-week campaign will be supported by digital and social activity across its social media channels.
To launch the campaign, Chiquita is offering consumers the chance to travel for free in its branded cabs. Lucky taxi riders who flag down a Chiquita Bananas yellow cab on 16th July can ride free of charge, as long as they present a Chiquita banana. The yellow taxis will be stationed around Covent Garden Piazza, on Henrietta and Southampton Street and Holborn tube station from 9am – 5pm on Monday 16th July, and once a banana payment has been received, the passenger will be able to take a free ride to anywhere in zones 1 and 2.
John Cockle, sales and market director for Chiquita Brands International, UK and Ireland, said: “As leaders in the industry, we’re confident that our ‘We are bananas’ campaign will once again put Chiquita bananas front of mind during the key summer period and encourage consumers to ‘think Chiquita’ when they’re making their purchasing decisions.
“This is the fourth time that we have run a high-profile summer campaign in London, which demonstrates our commitment to creating a vibrant banana category for UK retailers, as well continuing to build the Chiquita banana brand amongst UK consumers.”