Chiquita’s UK director John Cockle explains how elements of its first major consumer-marketing campaign in the UK have raised its profile and informed its decision to follow up its 2015 consumer-marketing successes.
As successful marketing campaigns go, one which helps double a company’s sales figures has got to rate pretty highly. That is just what Chiquita Bananas achieved in 2015 on a tie-in with Universal Pictures and the global hit movie The Minions.
New for 2016 is an expanded Just Smile! campaign that includes a brand new partnership with popular international children’s TV network Nickelodeon. The fully integrated campaign includes an online microsite with games and recipes, and there is also a substantial social media initiative and promotional TV spots.
One of the most innovative features is the Just Smile! photo App. Exclusively produced for the Nickelodeon worldwide Day of Play, the app allows users to take funny pictures with multiple filters and emojis including various fun Chiquita emoticons.
John Cockle, Chiquita’s UK director says: “Last year’s consumer marketing was the first we had done in the UK and we were delighted with the results. Consumer awareness levels of the Chiquita brand were significantly boosted and this has helped produce a 100% rise in sales of our bananas, hence the decision to expand our marketing activity this year.
“We are the only banana brand promoting directly to the general public in support of our wholesale and retail customers, and this policy is now embedded in a long term investment programme aimed at strengthening the Chiquita brand in the UK as part of the company’s global strategy.”
Other highlights of this year’s promotional push are a repeat of the London taxi campaign – with Chiquita branding on both the exterior and interior of cabs. This ran in October and was one of 2015’s major successes. So much so that this year’s promotion is doubling in size to 600 taxis in a six-week span.
As part of the taxi promotion, wholesale customers are being invited to breakfast events throughout June at New Covent Garden, New Spitalfields and Western International markets in London and also Brighton Fruit & Flower Market where they will get an opportunity to meet the iconic Miss Chiquita.
Additionally in London during the summer, Chiquita is featuring on the giant digital billboard in Piccadilly Circus, and will be seen by the millions of people every week who visit and pass through this world-famous location in the capital city. “Chiquita’s commitment to the UK market is further underlined by our plans to advertise on the Piccadilly Circus billboards in June,” says Cockle. “This is a very exciting venue and our campaign will be further brought to life by Miss Chiquita making an appearance every day of the promotion in Piccadilly, handing out our bananas to the public. We shall also be engaging the wider public through social media activity to support the campaign and provide opportunities to win prizes.
“All of the fruit and veg wholesale markets that serve the London area offer Chiquita Premium bananas to food channels such as retail outlets, open air markets, restaurants and catering facilities, so it’s a very important market for us.
‘’We are pleased once again to be attending the London Produce Show and Conference, at the Grosvenor House Hotel on June 8-10. We look forward to welcoming visitors to the Chiquita stand, where they can see the range of our product offer and also meet the famous Miss Chiquita.”
