Chiquita Launches New Campaign to Highlight Leadership, Personality, and Heritage

Chiquita, the leading banana company, recently announced the launch of its new global campaign, “It Peels So Good.” The campaign reinforces Chiquita’s leadership role in the banana category while celebrating the brand’s premium quality, delicious taste, distinctive personality, and iconic heritage.

“It Peels So Good” tells the story of a banana company with a rich history and a bright future. With the assonance of “peel” and “feel,” the campaign evokes an emotional response that connects people to the brand – a good feeling that goes beyond the moment of consumption.

Committed to providing high-quality products and making a positive impact on the world, Chiquita’s best-in-class brand remains a distinctive personality that stands out amongst the banana bunch. Chiquita’s cheerful and memorable marketing efforts date back as far as 1944 when its iconic jingle, often referred to as the “Chiquita Banana Song,” was created to highlight the wonderful benefits and qualities of Chiquita bananas.

“From our earliest days of branding the banana with our bold blue stickers, to introducing the world to Miss Chiquita, we’ve aimed to drive home our brand’s vibrant and light-hearted visual storytelling,” said Marco Volpi, Chief Marketing Officer for Chiquita Brands. “We’re thrilled to carry on that path with this new and exciting campaign that will celebrate our leadership, personality and heritage as it unfolds throughout the year. Chiquita peels so good … since 1870.”

The “It Peels So Good” campaign will subsequently debut a variety of impactful, dynamic and iconic media formats including, social media content, out-of-home presence in key tourist sites across the globe like vibrant and immersive touchpoints in iconic locations in Europe and in the USA. Additionally, Chiquita has launched special video formats for digital media displaying a selection of vintage advertising campaigns that explore the brand’s rich heritage through its iconic branded assets.

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