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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A new American Airlines campaign to drive awareness of its product and network offering from London has become the first of its kind to utilise geofencing technology with a moving object – in this case, a London black taxicab.

Building on a successful campaign last year where outdoor sites were geofenced, media specialists MediaCom has now taken this one step further by presenting consumers with highly-targeted digital ads from ‘wrapped’ taxis as they pass them on the street.

The innovative campaign, which kicked off this week and is due to run until the start of November, aims to connect the latest in digital technologies in GPS and Wi-Fi to the outdoor advertising environment, says MediaCom.

MediaCom has bought select advertising space around London, including OOH advertising on office digital panels, Canary Wharf shopping centre and a domination at Canary Wharf, together with online advertising.

The media agency has also worked with taxi advertising company Ubiquitous to upgrade the on-board taxi technology, partnering with location tech business Mobsta to build the API connections that connect the two together.

Brady Byrnes, Director of Global Marketing at American Airlines, said: “American Airlines is all about innovation. Our flights from London give travellers the most connected experience, with on-board Wi-Fi being at the very heart of this offering.”

Catherine Pronzato, Managing Partner at MediaCom UK, added: “We are always looking at how new technology can help our clients innovate in delivering their business needs. We’re excited to partner with American Airlines to launch this ground breaking technical solution.”

“Tapping into taxi location data to determine proximity to the target audience is an innovation that will deliver valuable additional brand touchpoints,” says Daemon Brown, Commercial Director at Ubiquitous.

The new application could allow brands to push promotional messaging to consumers on the move. A number of brands have already been experimenting with the delivery of mobile coupons offering money off products to drive consumers in store to buy.

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Mentos has taken its ‘Who Says No to Mentos’ campaign to the streets of London with a high profile taxi takeover activation.

This latest promotional campaign follows billboard advertising, interactive photo booths and extensive city centre branding in Birmingham and Manchester.

Launched in mid-March and running until mid-April, the latest month-long activity is aimed at promoting Mentos Choco & Caramel and Mentos Choco & Mint rolls and will see Mentos branding applied to 100 of the capital’s black taxis.

‘Who Says No to Mentos’ messaging is appearing on both sides of the taxis and on the underside of the tip-seats. Every driver will also treat their customers to a roll of Mentos Choco to share.

Mentos fans who spot one of the black cabs cruising around London, take a picture and then upload it to the Mentos Facebook page will get the chance to win one of five Mentos goodie bags.

People who take a ride in one of the cabs and share a selfie of themselves using the hashtag #MentosLondon to the Mentos Facebook Page get the chance to win a year’s supply of Mentos Choco.

Mentos Brand Manager Claire Powley says: “Our ‘Who Says No to Mentos’ campaign has been a big hit so far, and as London is such an important hub for our audience, it was an obvious choice for the next phase. Taxi drivers are renowned for their ability to chat to anyone and make instant connections – the perfect partner for Mentos – and black cabs offer us a fantastic platform to carry our messaging and raise brand visibility in a high impact way.”

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