Chiquita Brands International is partnering with Snapchat to add Snapcodes to its bananas.
Through the end of May, Snapcodes will appear on 200 million Chiquita blue stickers allowing consumers to “peel back” the sticker to launch three different experiences.
The worldwide Snapchat campaign, created with creative agency Dffrnt Media, includes World Lens, Face Lens and Gamified Lens. The different lenses show dancing Chiquita banana characters, turn a face into a Chiquita banana and invite consumers to catch bananas falling into a fruit bowl to score points.
"Bananas are among the top sellers across grocery stores, making them present on almost every kitchen counter or table," states Jamie Postell, director of sales North America for Chiquita. "Chiquita will be the first brand to bring Snapchat visual recognition technology into the fresh produce aisle. This provides Chiquita a unique opportunity to leverage its iconic blue stickers as a powerful touchpoint with consumers to interact with the brand in a fun and relevant way."
The campaign is being run in honor of World Banana Day on April 17, according to Chiquita.