Chiquita Launches New Campaign; Marco Volpi Comments

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Thu. July 6th, 2023 - by Chandler James

FORT LAUDERDALE, FL - Bananas are an appeeling yellow item shoppers tend to grab by the bunches. The versatile and nutritious fruit is often found in consumers’ bags thanks to its convenient snacking ability. Chiquita wants to celebrate this amazing category, and its newest global campaign, It Peels So Good, does just the trick.

Marco Volpi, Chief Marketing Officer, Chiquita Brands“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 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.

In order to celebrate its leadership, personality, and heritage, Chiquita has rolled out its It Peels So Good campaign

Committed to providing high-quality products and positively impacting the world, Chiquita’s best-in-class brand remains a distinctive personality that stands out amongst the banana bunch, noted the release.

Chiquita’s cheerful and memorable marketing efforts date back to 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.

It Peels So Good will subsequently debut a variety of impactful, dynamic, and iconic media formats including, social media content, and out-of-home presence in key tourist sites across the globe like vibrant and immersive touchpoints in iconic locations in Europe and in the United States. 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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