Chiquita Brands International has announced a new partnership with Snapchat, which the company says will allow consumers to have fun with Chiquita in honor of World Banana Day on April 17th. Through the end of May SnapCodes will appear on 200 million Chiquita Blue Stickers.
The Snapchat campaign includes: World Lens, Face Lens and a Gamified Lens. The World Lens turns Snapchatters into a dancing Chiquita Banana character. The Face Lens turns their faces into a Chiquita Banana. The Gamified lens invites Snapchatters to catch the falling Chiquita Bananas into a fruit bowl to score points.
“Bananas are among the top sellers across grocery stores, making them present on almost every kitchen counter or table across the country,” said Jamie Postell, Director of Sales North America for Chiquita. “Chiquita will be the first brand to bring Snapchat visual recognition technology in the fresh produce aisle. This provides Chiquita a unique opportunity to leverage its iconic Blue Stickers as a powerful touchpoint with the Millennial and Gen Z consumers to interact with the brand in a fun, and relevant way.”
Left to right: World Lens, Face Lens and a Gamified Lens
With support from creative agency Dffrnt Media, this Blue Sticker-Snapchat campaign will launch at the beginning of April in the United States and rolls out worldwide in the following weeks, staying on shelves for a four-week period.
Chiquita said that for decades it has produced special editions of its Blue Sticker and this latest campaign with Snapchat exemplifies the brand’s ability to connect Chiquita bananas and consumers in a playful and fun way. In addition to fun, Chiquita also reminds its fans that its Blue Sticker stands for high-quality, delicious bananas, and sustainable bananas. For this reason, the “Behind the Blue Sticker” initiative includes various innovations in farm management and logistics with an impact on waste, emission reduction CO2 and water footprint, and much more, the company concluded.