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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Samsung has been supporting the launch of the Galaxy Note8 with experiential and Out-of-Home take-overs of key locations in some of the world’s busiest cities, including London’s Waterloo Station.

At the end of September, Waterloo Station was decked out in eye-catching images of the device encouraging commuters to “Do bigger things.” Waterloo is the busiest rail station in London with a footfall of 4,196,748 every two weeks, and contains the largest indoor advertising screen in Europe in the form of JCDecaux’s 40 x 3 metre Motion@Waterloo.

Commuters and other visitors to Waterloo were given the chance to have their image displayed on the station’s digital screens or have it emailed to them to share on social. They could also enter a competition to win the new tablet device.

Cities including Berlin, Rome, Paris, Singapore, Milan and New York have been the backdrops for a global campaign which communicates the creative possibilities powered by Samsung’s latest flagship smartphone through immersive Galaxy Note8 signage.

The campaign follows a similar one held in New York City’s Times Square on September 15^th. The iconic entertainment centre and tourist destination , which sees an estimated 380,000 visitors every day, was illuminated with S Pen-embellished portraits, animated illustrations and whimsical images of the Galaxy Note8 across 43 screens.

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Grace Foods UK is encouraging consumers to #RebootNormal with its biggest ever investment in its Grace Say Aloe soft drinks range.

The £1million campaign runs from July to October. It will reach more than 10 million consumers, encouraging shoppers to ‘Reboot Your Normal’ with a light-hearted take on everyday ‘normal’ activities.

The integrated campaign includes underground advertising, digital escalator panels, sampling, social media advertising, influencer outreach and a national PR campaign.

Nyree Chambers, Grace Foods UK’s Head of Marketing, says: “The ‘Reboot Your Normal’ campaign highlights that Grace Say Aloe breaks with what’s expected. It’s the drink for people who want to escape the norm and want their reality rebooted in some way. Its unique texture, flavour and ingredients are truly distinctive and a real reboot of the soft drinks category. The range is made with real Aloe Vera pieces and meets shopper demand for thirst-quenching drinks that are a bit different. We’re hoping to create a spot of spectacular in a very normal world, even if it’s just for a few minutes.”

The campaign follows the recent launch of new pack designs and limited edition £1.15 price-marked 500ml packs which are creating on-shelf stand out.

Chambers adds: “Grace Say Aloe already has a commanding market share of almost 80% [of the UK Caribbean drinks sector according to IRI] and the new campaign is set to increase this.”

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