"Prendi la gialla" ("Take the yellow one"). This is the slogan for the new Chiquita marketing campaign going on for more than a month in the urban area in Milan.The frivolous and ironic language is totally in line with the brand and winks at citizens and commuters using one of the symbols of Milan, integrated in the everyday life, its yellow underground line.
"Take the yellow one" is thus a play upon words but also a strong call to purchase.
The author of the campaign is Armando Testa, also the inventor of other memorable advertising campaigns from Chiquita.
Besides the classic 6x3 posters distributed into underground routes and big retail, lighted maxi posters and other formats and also tramlines will be involved for more than a month, totally decorated in yellow.
"2012 will be a strong year for Chiquita communication and this campaign in Milan represents only an advance of what Chiquita will do to attract attention on its brand, consolidating the parameters of value and preference that consumers recognize in it" Paolo Prudenziati, South Europe and Middle East vice president, said.
For the planning, Chiquita relies on Initiative, the media centre that has been involved with the renowned company in Italy for more than 10 years.