Chiquita Brands International Inc. has signed on with the movie “Despicable Me 2” for a summer promotion.
Secondary labels on Chiquita bananas will feature Minions, characters from the movie, according to a news release from Charlotte, N.C.-based Chiquita.
Chiquita is partnering with Universal Pictures and Illumination Entertainment on the promotion. “Despicable Me 2” opens in theaters July 3.
“‘Despicable Me’ was such a success, and the Minions stole the hearts of people everywhere. Since bananas are featured in both films as one of the Minions’ favorite foods, this is just a natural fit for Chiquita,” Rob Adams, Chiquita’s senior marketing manager, said in the release. “This represents an excellent opportunity to showcase our iconic brand, and we’re honored to be part of ‘Despicable Me 2.’”
Also as part of the promotion, U.S. consumers will have the chance to win a grand prize trip for four to Hawaii and other prizes.
A website dedicated to the partnership, www.Chiquita.com/DM2, features a Minion-maker, activities, recipes, a photo gallery, downloads and more. Site visitors will also be able to participate in a Sticker Showdown, a bracket-type competition among 26 different banana stickers. By visiting the site and voting weekly, fans can advance their favorite sticker to win the Showdown.
In addition, the Minions and their favorite healthy snack will be taking to social media to engage their fans and spread the word about “Despicable Me 2”. By following Chiquita on Twitter (@Chiquita), Facebook (Chiquita Banana) and Instagram (@ChiquitaBrands), consumers can interact with content relating to the partnership.