International fresh produce company Chiquita's Italian division has unveiled a new advertising promotion designed to draw attention to the quality of its branded bananas among commuters and tourists in Milan.
Featuring three of Milan's most recognisable locations – its famous Duomo, the Montenapoleone shopping district and the city's Central railway station – the concept was conceived and developed by renowned Italian agency Armando Testa, which has been responsible for some of Chiquita's most successful marketing campaigns in the Mediterranean country.
The campaign, which features the strapline 'Prendi la gialla' ('Take the yellow'), makes reference to the yellow Metro line which runs through the centre of Milan and, indeed, carries passengers to the three locations referenced.
Posters and billboards will bring a bright splash of yellow to the transport network and retail locations across the centre of Milan over the next month, bringing with them a message about the freshness and quality of Chiquita-branded bananas while attempting to make the Milanesi more familiar with the trademarked fruit.
In order to maximise the campaign's impact, advertising space has been booked across a wide variety of formats, with plans to decorate some of Milan's famous trams entirely in yellow to carry the group's marketing message.
Paolo Prudenziati, Chiquita's vice-president for south Europe and the Middle East, said the new posters would be part of a broader initiative to boost sales of Chiquita products in the Mediterranean.
'2012 will be an intense year for Chiquita communications and the Milan poster campaign, although it is widespread itself, represents only a taster of what Chiquita will be doing to keep the brand visible and maintain the value and preference that consumers recognise.'
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