Seeking to capture the “joyful spirit” of its brand, Chiquita says its latest campaign, “Pop by Nature,” is a vivid fusion of art and nature. In collaboration with artist and Happy Art Movement founder Romero Britto, the campaign's centerpiece is a special art piece created by Britto that illustrates the pop nature of Chiquita bananas, according to a news release.
The vibrant visual will be featured on high-impact out-of-home billboards at iconic locations in key markets, as well as in digital campaigns and interactive experiences, reinforcing Chiquita's "It Peels So Good" spirit, the release said.
“Chiquita is thrilled to once again be teaming up with Romero Britto, an artist whose vibrant and optimistic pop art mirrors the joyful spirit of our brand,” Tina Varjabedian, head of global communications for Chiquita, said in the release. “This campaign is not just a celebration of the naturally energetic and unique pop soul of Chiquita bananas, but an invitation for everyone to experience life in full color and positivity. With ‘Pop by Nature,' we are redefining the way people interact with art and food, and ultimately bringing a fresh and vibrant perspective to everyday life.”
The campaign features a variety of experiences and interactive platforms including:
- High-impact billboards — Britto's iconic artwork will live on dynamic OOH billboards in cities around the world, featuring a giant Chiquita banana characterized by pronounced outlines and multicolored patterns.
- Interactive OOH ads — An interactive experience will allow people to color the artwork via touchscreen in public spaces like bus stops, subways and airports.
- Art installations — Chiquita says Britto will create sculptures that turn Chiquita bananas into permanent installations in major cities worldwide.
- Dedicated consumer promotion — Consumers across the globe will have various opportunities to enter promotions, both in-store and digitally, for the chance to win prizes such as snowboards and watches featuring Britto's artwork. Chiquita says prizes will vary per market.
- Digital media campaign — Social media and programmatic channels will feature captivating content to help bring awareness and engagement to the sticker collection.
To bring the fun to consumers worldwide, Chiquita says it will also release a limited-edition "Pop by Nature" sticker collection that will feature designs from Britto's campaign artwork. Consumers can recreate his artwork by collecting all six stickers in the collection, which fit together to complete the art puzzle.
“I am delighted to work with an iconic brand [such] as Chiquita on this exciting campaign — the vivid and lively tropical nature of Chiquita bananas provides a fun canvas to share my art and inspire happiness in billions of people,” Britto said in the release.
Additional immersive experiences throughout the campaign are also planned, including a colorful labyrinth pop-up experience during Milan's Design Week 2024, according to the release.
“This collaboration is a wonderful opportunity to blend the worlds of art and nature and there is no one better than Britto to help bring 'Pop by Nature' to life in such a dynamic and colorful way,” Lucas Vidal, CEO of the Britto Organization, said in the release.
The "Pop by Nature" campaign not only showcases the intersection of art and nature, but also invites consumers to embrace the pop soul of Chiquita, says the company.
