Chiquita Bananas launches Europe-wide promotion linked to Minions movie
Wednesday July 29, 2015 at 7:35am
Chiquita bananas has partnered with the Minions movie for a range of promotional activity taking place throughout 15 European markets and appealing to consumers of all ages. The Minions characters love bananas, so this summer over 600 million Chiquita bananas with Minions character stickers will hit shelves, inviting consumers to visit Chiquita online to play bespoke Minions games, download exclusive content and print off collector sheets to populate with 32 unique sticker designs. Visitors will also be able to view original Chiquita Minions recipes and watch the film trailer. All visitors to the site will be encouraged to enter an instant-win competition featuring a range of prizes to be won every hour, including Chiquita Minions back packs, beach towels and water bottles. Entrants will automatically be entered into a draw to win a holiday to New York or London via the brand website http://www.chiquita.com/Minions/ and the campaign will be advertised by an online media investment. Markets throughout Europe have created a range of Chiquita Minions merchandise to give away as part of the campaign via a buy and collect mechanic which extends into the back-to-school period in autumn. This is supported by extensive in-store POS. The Chiquita Minions brand alliance and promotional marketing campaign has been developed by ATOM Marketing. Daniel Stroppa, Commercial Innovation and Licensing Manager, for Chiquita, says: “The Minions love Chiquita bananas and we are excited to partner again with Universal Pictures. This is a natural brand fit that supports Chiquita’s fun and playful personality and we look forward to delighting consumers with engaging content and great prizes”. Chiquita Brands International, Inc. is a leading international marketer and distributor of nutritious, high-quality food products. It has previously partnered with Universal Pictures on Despicable Me 2. Universal Partnerships & Licensing (UP&L) oversees NBCUniversal’s consumer product and digital licensing for Universal Pictures, NBC Television, Focus Features and Sprout Channel. The division is also responsible for film, home entertainment and television promotions. ATOM Marketing specialises in promotional marketing, creative services and retail activation campaigns for some of the UK and Europe’s biggest brands.