Chiquita, Nintendo cross-promote bananas, Donkey Kong

01/26/2011 05:10:00 PM
Mike Hornick

Chiquita Brands International is cross-promoting bananas with the new Wii video game Donkey Kong Country Returns.

Donkey Kong promotion stickers are appearing on Chiquita bananas in grocery stores throughout North America for a limited time.

“This new partnership links the Chiquita brand with video game icon Donkey Kong, whose love of bananas has been keeping players entertained for 30 years,” Craig Stephen, vice president and general manager of North American bananas, said in the Jan. 26 release. “Our new marketing campaign and consumer contest is the latest effort by Chiquita to further energize the banana category for our retailers and increase banana consumption.”

In an online contest that complements the retail effort, Cincinnati, Ohio-based Chiquita is asking consumers to upload three photos of themselves doing the “Donkey Kong dance” for a chance to win one of 31 prizes. The top prize is a trip to Cancun, Mexico. Consumers can also vote on their favorite entries at the company’s Facebook page, www.Facebook.com/Chiquita.

Contest entries close Feb. 28. Voting for finalists is March 1-13, and winners will be announced April 4. Contest information is at www.ChiquitaBananas.com.

No product discounts are involved in the promotion, Chiquita spokesman Andrew Ciafardini said.

The video game is exclusive to the Nintendo Wii.

“Nintendo is supporting the co-branding efforts of the Chiquita image through email communications with their subscribers, providing copies of the video game for the sweepstakes (and) other public relations efforts to promote the brands,” Ciafardini said.

The stickers began appearing on millions of bananas several weeks ago.



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