Chiquita lights up Times Square with 'It Peels So Good' billboard

Fort Lauderdale, Fla.-based Chiquita has unveiled a billboard in New York City’s iconic Times Square as its global campaign, “It Peels So Good.”

The billboard features the yellow hues of Chiquita and showcases the brand’s commitment to premium quality, delicious taste, distinctive personality and iconic heritage, according to a news release. Consumers can visit the billboard for until Sept. 30, the release said.

“We’re so excited to have this billboard live for everyone, as it truly exemplifies Chiquita’s playful spirit and commitment to delivering fun, fresh and wholesome experiences to consumers around the world,” Marco Volpi, chief marketing officer for Chiquita Brands, said in the release. “As the final element of our ‘It Peels So Good’ campaign, our billboard, similar to Times Square itself, represents a global symbol of excitement and energy that we are so thrilled to be a part of it.”

“It Peels So Good” is a campaign that evokes an emotional response that connects people to the brand, the release said. In addition to the New York billboard, Chiquita has installed immersive virtual environments in Largo Cairoli in Milan, Italy, and inside of a gallery that connects the Florence train station to the Basilica of Santa Maria Novella.

The “It Peels So Good” campaign will subsequently debut a variety of impactful, dynamic and iconic media formats, including social media content and an out-of-home presence in key tourist sites across the globe such as vibrant and immersive touch points in iconic locations in Europe and in the U.S., the release said.

Additionally, Chiquita has launched special video formats for digital media which display a selection of vintage advertising campaigns that explore the brand’s rich heritage through its iconic branded assets, according to the release.

Related: Learn more about the new campaign.