When it comes to bananas, Chiquita Brands International doesn’t play games, unless a wayward animated macaw is involved.
A joint marketing campaign between the banana giant and 20th Century Fox for the animated film “Rio” is proving successful for the produce company and retailers that carry Chiquita bananas, said Andrew Ciafardini, a communications manager at Chiquita’s headquarters in Cincinnati.
“The film is doing tremendously well at box offices, which only further enhances the value of our marketing campaign,” Ciafardini said May 11. “In fact, Chiquita promotional Web page views will exceed 1 million before this week’s end.”
The promotion includes packaging with the movie’s star “Blu,” a macaw trying to make his way from Moose Lake, Minn., back to Rio de Janeiro. There is also a Web-based contest/game in which consumers earn badges to unlock prizes. The grand prize is a trip for four to Rio de Janeiro. Other prizes include a year’s supply of Chiquita bananas to 10 winners and a year’s supply of Chiquita Fresh & Ready avocados to another five winners.
“Unlike traditional sweepstakes, the more one interacts with website, the more virtual badges and chances to win one receives, and the more badges the site’s community of registered users earn, the bigger and better the prizes get ‘unlocked’ for winning,” Ciafardini said.