The Italian marketing arm of fresh produce multinational Chiquita has started promoting a network of retail outlets, including supermarkets and smaller greengrocers, under a new concept called Negozi Chiq (Chiq Shops).
The promotion was launched on 27 April with a high-profile advertising campaign across major television channels such as Mediaset, Rai, La 7 and Sky, as well as in weekly and monthly print publications.
The television commercial will be aired until mid-May and are backed by extensive promotional materials (window decals, rotairs, inflatable bananas) that have already been sent to 1,300 shop owners across Italy in order to position their stores as part of the Chiq Shops network.
The commercial is the work of Milan-based agency Armando Testa and marks the return to Italian screens of a cartoon version of Miss Chiquita.
During the 15-second ad, the famous fruit icon explains to viewers that not all bananas are made equal and they shouldn't settle for the first one they meet; instead, they should seek out those marketed under Chiquita's 10 e Lode trademark in the Chiq-est stores.
'Chiquita is returning to television with the icon that made it famous throughout the peninsula and with the Negozi Chiq circuit, where it will stand alongside those who sell 10 e Lode fruit in support of their sales,' commented Paolo Prudenziati, Chiquita Italia's senior vice-president for southern European, trading and emerging Markets.
