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Chiquita Brands International Launches Cross Device Social Campaigns with Generator Media + Analytics

July 2015

This spring and summer, Generator Media + Analytics launched two cross channel campaigns amplifying Chiquita’s engagement with millennials and moms. In order to gain familiarity and brand preference with these key audiences, Generator created a socially-engaging strategy through a “Chiquita™ Sing-Off Contest” and an expansion of Chiquita’s partnership with Universal Pictures and Illumination Entertainment's “Minions” movie, released July 10. The Chiquita™ Sing-Off Contest, a 100% social and mobile strategy (#chiquitasingoff), allows consumers to create a two way dialogue with the iconic jingle through entering a contest in one of three ways, with a prize for each category. Entrants can create a Bananagram by inserting their own face into an animated Jingle video, record themselves singing the Jingle in a karaoke-style sing-along, or upload a music video of themselves performing the Jingle. Contestants were able to further engage by sharing their entries across social media platforms and exploring the expanding gallery of Jingle renditions. Chiquita furthered engagement through an exclusive partnership with Universal Studios by leveraging the minions and their favorite food, bananas. Generator launched the timely theatrical release with contextually relevant digital and mobile cross device targeting bringing both brands closer to the wide reaching fan base. “We’re excited to have this creative opportunity to work with Chiquita™, introducing a new whole generation to the brand by bringing the jingle, historically a brand mainstay, into the future,” said Shattuck Groome, Partner and Chief Media Officer at Generator. “Deepening the consumers’ journey through “micro-moment” relevancy will help dimensionalize Chiquita’s partnership with the “Minions” movie - let the minions run wild!” “As we looked to expand the membership of Chiquita-nation, we knew that Generator would be a great fit for that mission. Generator’s fun and engaging media campaign is an exciting way for us to bring our brand to millennials,” said Rob Adams, Director of Marketing at Chiquita Brands International, Inc.