Chiquita Brands International has launched a major marketing campaign for its Chiquita bananas, kicking off the activity with the offer of a free ride for Londoners in its branded cabs.

The campaign builds on the success of a 2017 campaign which achieved over 74 million global impressions, and is aimed at raising awareness of Chiquita bananas amongst the brand’s key target audience of UK mums and millennials.

Kicking off this week and running through until mid-August, the activity will again take over central London – giving black cabs and London buses on key central routes ‘We Are Bananas’ wrap-around makeovers, with designs featuring the brand’s iconic blue and yellow branding. The seven-week campaign will also be supported by digital and social activity across the brand’s channels.

To launch the campaign, Chiquita offered consumers who flagged down a Chiquita Bananas yellow cab on July 16th a free ride, so long as they could produce a Chiquita banana.

The yellow taxis were stationed around Covent Garden Piazza, on Henrietta Street and Southampton Street and Holborn tube station all day, offering free rides to anyone with the correct banana fare to anywhere in zones 1 and 2.

John Cockle, Sales and Market Director for Chiquita Brands International, UK and Ireland, comments: “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.”

Chiquita is a leading global produce company employing 20,000 people across 25 countries. Chiquita serves nearly 70 countries, providing consumers and customers with the highest quality of fruit and service and creating consistent value for the Chiquita brand, its customers, suppliers, associates and communities while respecting the environment.

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Belvoir Fruit Farms, makers of the Belvoir brand of fruit cordials, is backing its Little Drop of Lovely marketing campaign with a hot air balloon which will tour UK food and countryside festivals, including Bristol Balloon Fiesta, and selected supermarkets.

Belvoir cordials has worked with London-based creative marketing agency whynot! Thinkpeople to design and build a bespoke droplet-shaped hot air balloon and a support mobile sampling area, where consumers can enjoy a drink of Belvoir’s products while watching the Balloon take flight.

The Little Drop of Lovely campaign will be visiting 10 festivals this summer and 12 Tesco stores for outdoor sampling. A special in-store neck collar on bottles of the elderflower cordial will carry a competition to win a luxury weekend getaway to the Bristol Balloon Fiesta, with flights in the balloon. Social media will support and celebrate the activity.

The balloon launched on the June 14 2017 from the Elderflower fields at Belvoir Fruit Farms, Bottesford, Leicestershire.

Pev Manners, Managing Director of Belvoir Fruit Farms and son of founders Lord John Manners and Lady Mary Manners, observes: “We’re so excited about finally getting our stunning new balloon airborne. We believe it will enhance our presence at a series of events and shows over the summer, and engage the consumer more fully with the Belvoir brand. We’ll interact with a larger audience wherever it is flown, really giving them something to remember us by and hopefully prompt them to enjoy more of our lovely drinks. And personally, I’m really looking forward to checking on the progress of the elderflowers from the air next year to see if they’re ready for harvest!”

Nigel Clifton, Executive Creative Director of whynot!, says: “We wanted to celebrate how Belvoir cordials can be the perfect drink at every occasion.  We wanted to put the drink into people’s hands and give them a lasting memory of that moment. Adding A Little Drop of Lovely, to their day, their festival experience and where they shop was our solution. The Belvoir balloon is the perfect visual icon to deliver that thought across the UK.”

To find out where the balloon will be appearing this summer, visit https://www.belvoirfruitfarms.co.uk/things-to-do/events/

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