After a standout debut last year, Chiquita Brands International is entering the next chapter of its “Likely the Best Snack Ever” (LTBSE) campaign—expanding it into an always-on initiative designed to meet consumers wherever, and however, they snack.
Building on last year’s momentum, Chiquita is tapping into a simple idea: snacking today isn’t just about taste, it’s about feeling good. With natural nutritional benefits and a signature sense of fun, bananas continue to stand out as a snack that delivers on both.
“At its core, ‘Likely the Best Snack Ever’ has always been about celebrating what makes Chiquita® bananas uniquely irresistible,” said Marco Volpi, CMO at Chiquita. “Now, we’re taking that idea further by showing up in more moments and conversations to prove that Chiquita isn’t just part of snack culture, we’re helping shape it.”
The campaign will kick off in the US with a Fourth of July version that celebrates Chiquita’s long-standing place in American culture. By linking the brand’s heritage dating back to 1870 with one of the nation’s biggest summer holidays, the activation reinforces that Chiquita has been always present in American History.
From busy mornings to game nights and post-workout refuels, Chiquita is reinforcing its role as the go-to snack throughout the day. Chiquita® bananas deliver a unique combination of convenience, natural energy and positivity that fits seamlessly into modern routines.
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Supporting this expansion, Chiquita is rolling out a global digital media plan, adapted across markets, designed to bring “Likely the Best Snack Ever” to life across screens and audiences. The campaign will feature five long-form campaign videos alongside new short-form content inspired by these films. Tailored creative will speak directly to key audiences, while additional assets will run across Meta platforms to drive frequency, reach and ongoing engagement.
This year, the brand is exploring new spaces to connect with consumers through the activities they care about most. By leaning into high-energy and culturally relevant environments, Chiquita aims to bring the “Likely the Best Snack Ever” experience closer to consumers in engaging ways.
In-store and on-pack, Chiquita will also introduce a new limited-edition sticker collection and retail touchpoints that highlight different benefits and occasions, bringing new personality to shelves and everyday moments.
As snacking habits evolve, Chiquita continues to show that the original grab-and-go snack still leads the way, offering a naturally nutritious and feel-good choice in a world of increasingly complex alternatives, and a strong case for why Chiquita® bananas remain likely the best snack ever.
