Chiquita is the most loved banana in the world. To launch the new positioning “originale, naturalmente.”, we needed to find new occasions for communication.
Making Chiquita protagonist of an unexplored territory: eSports, communicating the brand originality to a very specific target audience.
Every year, during the biggest Italian eSports tournament on Twitch – PG Nationals of League of Legends - the supporters elect the Most Valuable Player (MVP). Thanks to Chiquita, for the first time, they can elect the Most Original Player (MOP), the player who proved to be the most creative during the tournament.
During 8 weeks of tournament the following activities took place: voting for the Most Original Player of the week through a poll on social media, casters comments that encourage fans to vote during the broadcasts, a final voting phase during the playoffs, a final MOP election and celebration with both a custom video and a Chiquita MOP trophy awarded during the tournament final.