Chiquita is the most loved banana in the world and to allow the brand to get a grip on new/younger generations we launched a new positioning in Italy: “originale, naturalmente.” Originale is the out-of-the-box spirit of Chiquita, but it is also a shout out to the uniqueness and the creativity of us all. Naturalmente defines the spontaneous attitude, an invitation to be ourselves. Right after the launch of the OOH campaign, the pandemic broke out.
Communicating the originality of the brand even during an extremely dramatic moment. We took some distance from the rhetorical and repetitive communication made by other brands during the Covid-19 emergency.
We engaged Italian people to show their originality, while they were locked down in their own homes.
A Facebook post asked the audience "What is the most original thing you did during the lockdown?". We created a commercial with all the videos received in the comments, celebrating the courage and creativity of Italian people.