Chiquita Brands International Goes Bananas with New Cross-Device Social Campaigns

Chiquita Brands International Goes Bananas with New Cross-Device Social CampaignsGenerator Media + Analytics is out with two cross-channel campaigns amplifying Chiquita’s engagement with millennials and moms, according to a statement shared with MMW this week.

In order to gain familiarity and brand preference with these key audiences, Generator created a “socially-engaging strategy” through a “Chiquita Sing-Off Contest” and an expansion of Chiquita’s partnership with Universal Pictures and Illumination Entertainment’s “Minions” movie, which was released two weeks ago.

The Chiquita Sing-Off Contest, a 100% social and mobile strategy (#chiquitasingoff), allows consumers to create a two-way dialogue with the iconic jingle through entering a contest in one of three ways, with a prize for each category.

How does it work? Entrants can create a Bananagram by inserting their own face into an animated Jingle video, record themselves singing the Jingle in a karaoke-style sing-along, or upload a music video of themselves performing the Jingle.

Pretty creative and engaging, huh?

“We’re excited to have this creative opportunity to work with Chiquita, introducing a new whole generation to the brand by bringing the jingle, historically a brand mainstay, into the future,” says Shattuck Groome, partner and Chief Media Officer at Generator. “Deepening the consumers’ journey through “micro-moment” relevancy will help dimensionalize Chiquita’s partnership with the “Minions” movie – let the Minions run wild!”