Chiquita Brands International is partnering with Snapchat, the global multimedia messaging app, on a promotion for World Banana Day April 17.
Through the end of May, SnapCodes will appear on 200 million Chiquita Blue Stickers, allowing fans of the brand to virtually “peel back” the sticker to tap into three exciting new experiences.
The Snapchat campaign includes: World Lens, Face Lens and a Gamified Lens. The World Lens turns Snapchatters into a dancing Chiquita Banana character. The Face Lens turns their faces into a Chiquita Banana. The Gamified lens invites Snapchatters to catch the falling Chiquita Bananas into a fruit bowl to score points.
“Bananas are among the top sellers across grocery stores, making them present on almost every kitchen counter or table across the country,” says Jamie Postell, director of North American sales for Chiquita. “Chiquita will be the first brand to bring Snapchat visual recognition technology in the fresh produce aisle. This provides Chiquita a unique opportunity to leverage its iconic Blue Stickers as a powerful touchpoint with the millennial and Gen Z consumers to interact with the brand in a fun, and relevant way.”
The campaign will launch at the beginning of April in the United States and rolls out worldwide in the following weeks, staying on shelves for a four-week period.