The campaign features art installations, a video content series and a limited-edition sticker collection
Fort Lauderdale, FL – January 31, 2024 – Chiquita invites its fans to embark on a vibrant journey with the launch of its latest campaign, “Pop by Nature,” a vivid fusion of art and nature, in collaboration with internationally acclaimed artist and founder of the Happy Art Movement, Romero Britto. The campaign embodies Chiquita’s lively and colorful spirit and invites banana and art lovers worldwide to experience life with a touch of pop.
The campaign’s centerpiece is a special art piece created by Romero Britto that illustrates the pop nature of Chiquita bananas. This vibrant key visual will be featured on high-impact Out-Of-Home billboards at the most iconic locations in key markets, as well as in digital campaigns and interactive experiences, reinforcing Chiquita’s “It Peels So Good” spirit.
“Chiquita is thrilled to once again be teaming up with Romero Britto, an artist whose vibrant and optimistic pop art mirrors the joyful spirit of our brand,” said Tina Varjabedian, Head of Global Communications for Chiquita. “This campaign is not just a celebration of the naturally energetic and unique pop soul of Chiquita bananas, but an invitation for everyone to experience life in full color and positivity. With ‘Pop by Nature,’ we are redefining the way people interact with art and food, and ultimately bringing a fresh and vibrant perspective to everyday life.”
The campaign features engaging experiences and interactive platforms including:
- High-Impact OOH Billboards: Britto’s iconic artwork will live on dynamic OOH billboards in cities around the world, featuring a giant Chiquita banana characterized by pronounced outlines and multicolored patterns.
- Interactive OOH Ads: An engaging interactive OOH experience will allow people to color the artwork via touchscreen in public spaces like bus stops, subways and airports.
- Art Installations: Romero Britto will create sculptures, turning Chiquita bananas into permanent installations in major cities worldwide.
- Dedicated Consumer Promotion: Consumers across the globe will have various opportunities to enter promotions, both in-store and digitally, for the chance to win prizes such as snowboards and watches featuring Britto’s artwork. *Note that prizes will vary per market.
- Digital Media Campaign: Social media and programmatic channels will feature captivating content to help bring awareness and engagement to the sticker collection.
To bring the fun to consumers worldwide, Chiquita will also release a limited-edition Pop by Nature sticker collection that will feature designs from Britto’s campaign artwork. Consumers can recreate his artwork by collecting all 6 stickers in the collection, which fit together perfectly to complete the art puzzle.
“I am delighted to work with an iconic brand as Chiquita on this exciting campaign—the vivid and lively tropical nature of Chiquita bananas provides a fun canvas to share my art and inspire happiness in billions of people,” said Romero Britto. “This collaboration is a wonderful opportunity to blend the worlds of art and nature and there is no one better than Britto to help bring ‘Pop by Nature’ to life in such a dynamic and colorful way!” added Dr. Lucas Vidal, CEO of the BRITTO Organization.
Additional immersive experiences throughout the campaign include a colorful labyrinth pop up experience at Milan’s Design Week 2024. Both will feature elements and installations inspired by Britto’s artwork, transporting consumers to a world of Pop.
The “Pop by Nature” campaign not only showcases the intersection of art and nature but also invites consumers to embrace the pop soul of Chiquita. From interactive art installations to engaging digital content, Chiquita is set to make a bold, artistic statement in the new year.
To learn more about the new campaign and the high quality of Chiquita’s tasty yellow bananas, visit https://www.chiquita.com/pop-by-nature-usa/. For high-res campaign images, see here.
For more information, contact Victoria Jordan, vjordan@coynepr.com.
Chiquita Brands International
Chiquita is a leading global produce company that is committed to providing both consumers and customers across nearly 70 countries with the highest quality of fruit and service, making Chiquita the banana of choice. For more than 150 years, Chiquita has been proudly producing great-tasting, superior quality bananas. The brand creates a positive impact by implementing the principles of sustainability throughout all of its business practices under the “Behind the Blue Sticker” initiative. Chiquita’s iconic Blue Sticker has been the seal of approval for high-quality fruit, and a celebration of fun, but it also represents an unwavering commitment to sustainable farming, biodiversity and giving back to the communities in which the banana plantations operate. Great-tasting and convenient Chiquita bananas are fat-free, and provide a source of potassium, fiber and vitamin B6. To learn more, visit www.chiquita.com.
BRITTO
BRITTO® is a global lifestyle brand founded by the internationally renowned artist and founder of the Happy Art Movement, Romero Britto, with the mission to inspire happiness, love and hope through vivid color palettes, iconic imagery, and fun-filled scenes. It blends Romero’s unique art with innovative design, creativity, and quality products. The brand has collaborated with companies like Disney, Puma, Hublot, Hasbro, Mattel (Barbie), Swatch, Sanrio (Hello Kitty), Apple, Coca-Cola, Wilson, Campari, Bentley, Philips, Evian, Universal Studios, Corona, Samsung, LG, Absolut Vodka and Visa amongst others. Please visit www.britto.com for more information.
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