Chiquita Brands will partner with Universal Pictures and Illumination Entertainment on the release of Despicable Me 2 this summer. As part of what will be Chiquita’s largest global licensing promotion to date, for a limited time, consumers in the U.S. and 26 international territories will find special secondary labels on Chiquita bananas that feature Minions from Despicable Me 2. In a national sweepstakes, consumers in the U.S. will be able to interact in-store and on mobile devices for the chance to win a grand-prize trip for four to Hawaii and other prizes.
Chiquita has also launched a micro-site dedicated to the partnership, www.Chiquita.com/DM2. The site features a Minion-maker, activities, recipes, a photo gallery, downloads and much more. Site visitors will also be able to participate in a Sticker Showdown, a bracket-type competition among the 26 different Chiquita banana stickers consumers can see at retail. By visiting the site and voting weekly, fans can advance their favorite sticker to win the Showdown.
“Despicable Me was such a success, and the Minions stole the hearts of people everywhere. Since bananas are featured in both films as one of the Minions’ favorite foods, this is just a natural fit for Chiquita,” says Rob Adams, Senior Marketing Manager for Chiquita Brands. “This represents an excellent opportunity to showcase our iconic brand, and we’re honored to be part of Despicable Me 2.”
The Minions and their favorite healthy snack will be taking to social media to engage their fans and spread the word about Despicable Me 2.