Chiquita Brands International, has focused its marketing efforts around the summer movie, “Despicable Me 2.”
The Universal Pictures and Illumination Entertainment film opened in theaters in July and is set to be released on DVD in December.
The first part of the promotion, timed around the release, was a success, said Rob Adams, senior marketing manager for Chiquita, Charlotte, N.C.
“The theatrical release was an overwhelming success, opening No. 1 in every market worldwide to become the biggest animated release of the year,” he said.
In the summer, Chiquita offered in-store point-of-sale materials and social, digital and print marketing elements, Adams said.
The theater release also included specially marked bananas, featuring the yellow minion characters, and the opportunity for consumers to win prizes, such as a trip to Hawaii.
A website, www.chiquita.com/DM2, features games, recipes and activities.
For the December DVD release, the company has a new limited-time-only banana sticker featuring the minion characters. Consumers can become involved in the sticker design.
“Online, we will give consumers a chance to vote on their favorite Chiquita banana minion sticker in a bracket-type promotion similar to March Madness for chances to win prizes,” Adams said.
“The DVD release in December promises to be just as exciting as the theatrical release. We will again be promoting both in-store, online, and in a national print campaign,” Adams said.
The movie even specifically features Chiquita bananas.
“The movie actually features a Chiquita shout out with a minion singing the Chiquita jingle while dressed as Miss Chiquita,” Adams said in an e-mail.
Adams said the continued partnership around the movie was an easy choice.
“Given that bananas are the minions’ favorite food, and the Chiquita mention in the movie, it was just a natural fit for us,” he said.
So far, he believes the promotion has been a success.
“All of this favorable publicity and interest in DM2 and the minions has created a very successful campaign for Chiquita, and we look forward to the next phase, the DVD release, this fall,” Adams said.