In celebration of World Banana Day on April 17th, Chiquita and Snapchat have announced a new partnership wherein consumers can scan special SnapCodes on over 200 million Chiquita bananas to access three unique augmented reality (AR) experiences.
“Bananas are among the top sellers across grocery stores, making them present on almost every kitchen counter or table across the country,” said Jamie Postell, Director of Sales North America for Chiquita. “Chiquita will be the first brand to bring Snapchat visual recognition technology in the fresh produce aisle. This provides Chiquita a unique opportunity to leverage its iconic Blue Stickers as a powerful touchpoint with the Millennial and Gen Z consumers to interact with the brand in a fun, and relevant way.”
With support from the creative agency DFFRNT Media, the Blue Sticker-Snapchat campaign provides these three experiences: World Lens, where participants turn into a “dancing Chiquita Banana character” (though what character that is was not stated by the company), Face Lens, which turns participants faces into a Chiquita Banana, and Gamified Lens, which entails a game where participants catch falling Chiquita Bananas into a fruit bowl to score points.
This campaign will launch at the beginning of April in the United States (with worldwide access rolling out in the following weeks), and will stay on shelves for a four-week period. AR campaigns like Chiquita’s promote innovative opportunities for audiences to interact with brands, similarly to how Warner Bros. and Snapchat promoted the upcoming Shazam movie using their own AR lens.
