Chiquita Brands International announced a new partnership with Shazam, the popular audio and visual recognition app, which the company says will show its sustainability efforts. Utilizing the AR/VR expertise of creative agency Dffrnt Media, consumers will be able to scan a Shazam Code on the Blue Sticker via the app, and virtually “peel back” to learn more about Chiquita’s efforts towards transparency and sustainability.
“At Chiquita we are keen to open up doors in our industry,” said Jamie Postell, Director of Sales North America for Chiquita. “We truly believe that leading the industry obliges us to invite consumers and retailers to better understand and see the actions we are taking to produce, ship and provide the best possible fruit.”
Starting in mid-July, the Shazam Code will appear on 200 million Chiquita Blue Stickers in the US and several European countries for a four-week period. Consumers will be able to access an AR experience via the Shazam app that will then transport consumers into the tropics through Virtual Reality. Essentially, they’ll be able to follow the journey of a banana from Chiquita farms in Latin America, to the port facility, right across the Atlantic and all the way to their kitchen table via their grocery store.
“We are thrilled that people will be able to Shazam bananas and to help Chiquita share its sustainability story,” said Miles Lewis, SVP Shazam International. “Chiquita will be the first brand to leverage our visual recognition technology in the fresh produce aisle. This partnership offers an accessible, immersive platform sharing Chiquita’s message in an authentic and engaging way to both consumers and retailers.”
Bananas are among the top sellers across grocery stores, making them present on almost every kitchen counter or table across the country. This gives Chiquita a unique opportunity to leverage its Blue Stickers as a touchpoint to allow consumers to interact with the brand in a fun, but also educational way. Chiquita’s “Behind the Blue Sticker” initiative assures consumers that the iconic Blue Sticker stands for high-quality, delicious bananas, and – above all – sustainable bananas. For this reason, the “Behind the Blue Sticker” initiative includes various innovations in farm management and logistics with an impact on waste, emission reduction CO2 and water footprint, and much more.
This campaign is launching Mid-July in the United States, the Netherlands, Belgium, Italy, Greece and Germany for a four-week period.
For more information:
Sara Semple
Tel: +1 (973) 588-2205