Chiquita will be launching a new advertising campaign in six European markets this March. The campaign includes a TV commercial. Andrew Biles, CEO: "The 'Just Smile' TV campaign is based on extensive research, and based on our fun and playful position. We are building on the emotional capabilities of the brand."
Between March and September, the TV commercial can be seen in the Netherlands, Belgium, Finland, Sweden, Germany and Switzerland. Combined with other media, the commercial will be viewed 137 million times on average, reaching 75-85% of the target audience between 8 and 14 times. Other advertisements are found in print, retail, internet and social media, in order to make the reach as wide as possible. "All tests point to the campaign, supported by a hefty investment from our new owner, consolidating the Chiquita brand as the most popular banana brand," Andrew Biles says.
In addition, 600 million Chiquita bananas will get a Minions sticker, a new Universal animation film that will be in cinemas in June. Holidays to New York and London will also be given away, and online games will be used.
Central to the campaign will be the TV commercial, developed by the Armando Testa agency. "Everything comes together in the commercial: the banana, the friendly Miss Chiquita, the fun blue sticker and the Chiquita song," says Michele Mariani, Executive Creative Director.