Chief Marketing Officer Marco Volpi Discusses Influential Branding for Return of Chiquita's Pop By Nature Campaign

FORT LAUDERDALE, FL - Practice makes perfect, especially in an art form. And to call Chiquita’s Pop By Nature anything less would do the move a disservice.

Now taking on its third iteration, Pop By Nature is finding its stride. Marco Volpi, Chief Marketing Officer, took some time to share how the company has implemented insights from its first two years to shape this retail-ready activation and in-store execution.

“Pop by Nature is a multi-year creative journey, and each new artist brings a distinct interpretation of the brand,” Marco begins. “One of our biggest learnings from the previous two years of the campaign is that the platform works best when it evolves artistically each year while staying anchored in a consistent emotional idea: that Chiquita bananas are a pop icon ingrained in consumers' everyday lives.”

This year, artist Jiaqi Wang places even greater focus on Miss Chiquita as the emotional heart of the campaign, transforming her from a traditional brand ambassador into a true contemporary icon.

“In the campaign’s key visual, Miss Chiquita is portrayed in her true essence. Despite the modern aesthetic and vibrant colors, she remains proudly connected to her roots and to the values of her land. This is symbolized by the Chiquita banana she holds close to her chest with pride,” Marco explains. Moreover, with the second campaign artwork, he shares that the creative went a step further. “For the first time, she is portrayed in specific, relatable everyday moments that are dynamic, confident, and fully immersed in modern life. In some scenes, her signature fruit hat gives way to a chic foulard, signaling a refined reinvention that reflects the style, strength, and individuality of a modern woman, while honoring her heritage. This evolution translates clearly across international markets as both culturally relevant and unmistakably Chiquita at shelf.”

Working across three pillars, Marco shares that Pop by Nature translates into incremental value for retailers, from increased foot traffic to stronger banana category visibility in stores.

• Distinctiveness: Leveraging Chiquita’s history as something more than just a fruit, with an unmistakable pop personality
• Relevance: Giving voice to meaningful, authentic messages for current and potential Chiquita consumers
• Memorability: Leaving lasting impressions thanks to collaborations with several international artists who have enriched and celebrated the brand’s image

“Pop by Nature strengthens the brand equity of a banana brand that has always positioned itself as a true cultural icon. This is why we found our natural space within the world of pop art, which also allows us to further differentiate and innovate within a category that still has significant room for improvement in this respect,” Marco says.

As we reported initially, the campaign includes limited-edition Jiaqi Wang Blue Stickers and related merchandising elements. When asked how this will further drive shopper engagement and conversion, Marco shares that it is the most tangible expression of the campaign at shelf.

“Because the Blue Sticker is already one of the most globally recognized brand assets in produce, reimagining it through seasonal artwork immediately signals that something new and culturally relevant is happening,” he says. “This year’s design transforms the sticker from a quality mark into a storytelling device. The result is stronger visual disruption in the banana set, increased product interaction, and a more emotionally driven purchase decision rather than a purely transactional one.”

Pop by Nature is a fully integrated global campaign across digital, social, and PR channels so that this is a familiar, even sought-after, image by the time the consumer steps into the store. Leveraging social storytelling, influencer engagement, and digital retail touchpoints, Chiquita is showcasing a fresh crossover between life and art that brings even more color to the produce department by the time it is seen in-store.