Chiquita to Spotlight Bananas at venice International Film Festival for Second Year
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The iconic fruit brand will leverage the prestigious event to showcase its “Likely the Best Snack Ever” campaign through a extensive media presence.
Chiquita will return to the Venice International Film Festival,running from August 27 to September 6,for the second consecutive year. The brand plans to capitalize on the eventS global reach to promote its latest advertising campaign and reinforce the banana’s position as a versatile and appealing snack.
A Cinematic Stage for a global Brand
The presence at the festival represents a notable marketing investment for Chiquita, aiming to connect with a high-profile audience of film industry professionals and enthusiasts. According to a company release, the brand will be prominently featured on the red carpet’s maxischermo, or large screen, throughout the duration of the festival.
Four 30-second films, part of the “Likely the Best Snack Ever” campaign, will be broadcast a total of 1,320 times, ensuring maximum visibility among attendees. These films are designed to present snacking in a “creative, light and surprising way,” suggesting a departure from traditional advertising approaches.
Immersive Brand Experiences at the Lido
Beyond the screen, Chiquita will establish a physical presence in two key locations on the Lido. Guests at the terrace by Atlas Concorde at the Excelsior hotel will be offered “moments of snacking and tastings inspired by the most pop fruit in the world.”
Moreover, an exclusive menu has been created for the event at the biennial terrace, crafted by chef Tino Vectorel. This menu will feature a special dessert incorporating Chiquita bananas, highlighting the fruit’s culinary versatility.
Strategic Alignment and Brand messaging
Maria Paragone,Head of Global Brand Building Strategy of Chiquita,expressed enthusiasm for the continued partnership with the festival. “We are happy to participate for the second consecutive year in the prestigious Venice Film Festival, and to bring our new country films, made with a real film production, in one of the most prestigious festivals in the world,” she stated.
Paragone emphasized the brand’s intention to showcase the Chiquita banana as “the perfect snack for every occasion, even the most exclusive and glossy ones.” This messaging underscores the brand’s efforts to position its product as both accessible and aspirational.
The strategic alignment with the Venice Film Festival demonstrates Chiquita’s commitment to innovative marketing strategies and its ambition to reach a global audience through high-profile cultural events.
Why: Chiquita is returning to the Venice International Film festival for the second year to promote its “Likely the Best Snack Ever” campaign and reinforce the banana’s image as a versatile snack. The company aims to connect with a high-profile audience and leverage the festival’s global reach.
Who: Chiquita, led by Head of Global Brand Building Strategy Maria Paragone, is the primary actor. Chef Tino Vectorel is also involved, creating a special dessert for the event. The target audience includes film industry professionals and enthusiasts.
What: Chiquita will have a significant presence at the festival, including advertising on the red carpet’s large screen (1,320 broadcasts of four 30-second films), physical locations offering tastings, and a special dessert featuring Chiquita
