Chiquita's new campaign highlights leadership and heritage

Chiquita has launched a global campaign, called “It Peels So Good,” that reinforces the brand's leadership role in the banana category while celebrating its premium quality, delicious taste, distinctive personality and iconic heritage, according to a news release.

“It Peels So Good” tells the story of a banana company with a rich history and a bright future, the release said. With the assonance of "peel" and "feel," the campaign evokes an emotional response that connects people to the brand — a good feeling that goes beyond the moment of consumption, according to company officials.

“From our earliest days of branding the banana with our bold blue stickers to introducing the world to Miss Chiquita, we’ve aimed to drive home our brand’s vibrant and light-hearted visual storytelling,” Marco Volpi, chief marketing officer for Chiquita Brands, said in the release. “We’re thrilled to carry on that path with this new and exciting campaign that will celebrate our leadership, personality and heritage as it unfolds throughout the year.”

Chiquita’s cheerful and memorable marketing efforts date back as far as 1944 when its iconic jingle, often referred to as the "Chiquita Banana Song," was created to highlight the benefits and qualities of Chiquita bananas, the release said.

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

In addition, Chiquita has launched video formats for digital media displaying a selection of vintage advertising campaigns that explore the brand’s heritage through its branded assets, the release said.

Learn more about the new campaign at chiquita.com.