MISS CHIQUITA IS EVEN MORE CHIQ WITH ARMANDO TESTA. INITIATIVES PLANNED.
Miss Chiquita is back on the scene, with all the typical vitality, freshness and warmth she has always shown as the iconic testimonial of the famous banana with the blue sticker.
The occasion for her return is an invitation for consumers to look for the shops where you can find Chiquita bananas.
Because bananas are not all the same: only Chiquita has the taste which deserves a 10 plus score. ¨Look for it in the most CHIQ shops” is the claim which underlines the whole operation. Because the “CHIQ” shops are the only ones where you can find all the flavour and fun which have always made Chiquita stand out and there´ s no one, apart from Miss Chiquita, who is CHIQ enough to tell the story.
The campaign has been on air since 27 April with the first subject, which features our sweet sunny Miss coming down a spectacular staircase made of bananas. Unexpectedly a banana which is not a Chiquita ruins her entrance, causing her to trip up and showing how easy it is to slip on the wrong banana. After the first flight there will be a contest, always tied in to the theme of the CHIQ shops.
Miss Chiquita has also undergone substantial restyling to update her image. Considerable care and attention has been paid to developing her character to ensure that our herione is able to make everyone fall for her without losing the features which have always characterised her.
Michele Mariani was the executive creative director of the campaign created by Armando Testa. Art: Barbara Ghiotti. Copy: Anna Ponti. Production Company: Little Bull. Development of the 3D model and the animation was handled by Direct2Brain.
The planning and organisation of the initiatives includes a two-week TV campaign on the main national, digital and satellite channels, with considerable presence everyday.
In addition to TV Chiquita will also be featured in advertorials in some of the most important family titles as well as those connected to health and family wellbeing. The video can also be viewed on the web, on sites with a wide ranging audience with the goal of increasing awareness about the contest and working in synergy with the TV campaign. The theme of the contest will also have a specific focus using display activities on targeted sites, mobile and Facebook.
