Chiquita Brands International has launched its “We Are Bananas” campaign, which includes billboards in New York, Los Angeles, Chicago and Cincinnati. The initiative kicked off the week of May 8 and will continue to expand throughout the summer, according to a company spokesman. The billboards are part of a larger campaign that will begin in June and include in-store signage, brand partnerships and digital content.
“From first branding the banana with our bold blue stickers in 1944 to introducing the world to Miss Chiquita, we’ve aimed to drive home our brand’s key message of fun through vibrant and light-hearted visual storytelling,” Chiquita Brands International president Andrew Biles said in the release. “We’re thrilled to carry on that tradition with new and exciting work that will challenge conventional marketing in unexpected ways as it unfolds throughout the year.”
Additional tag lines for the campaign will be “hello yellow,” “nobody has ever eaten a banana angry” and “work on your curve.”
Chiquita Brands International’s headquarters are in Switzerland and its North America office in Fort Lauderdale, Fla.