How can a company that deals in bananas team up and create a campaign with a streaming platform? The answer comes from Chiquita and Spotify, who stole the show during the COVID period.
What was their campaign?
he plan the two companies came up with involved five blue stickerson Chiquita bananas, featuring a Spotify codethat consumers could scan and be taken to five different playlists on the streaming platform..
The playlists you could find were:
- Feeling Happy, which includes the latest hits.
- Tropical Vibes, based on Chiquita's heritage and their famous song.
- Smile Workout, upbeat music that evokes the energy Chiquita bananas provide.
- Classics, old classic favorites from previous decades.
- Cook & Dance, with Latin elements that create the perfect atmosphere for cooking time.
Chiquita's Golden Banana
Beyond the 5 blue stickers, users could also "hunt" for a sixth golden sticker!
The difference was that this one didn't lead the consumer to a playlist but to a Podcastin which a code was hidden. With that code, the consumer earned entry to a website game of Chiquita, from which they could claim prizes such as speakers or a Spotify subscription.
What led to this partnership?
According to a study by E-Poll Market Research, 36% of consumers wanted messages from businesses to be something fun or funny, while 31% were looking for optimistic and hopeful ads.
Chiquita is known for its partnerships with media giants, such as the one with Snapchat to celebrate World Banana Day!
On the other hand, Spotify wanted to open up to a larger share of audience, and yes, considering that 69% of Americans buy bananas, it was definitely a good idea.
During the COVID era, people were cooking more, which meant they were using larger quantities of ingredients, and at the same time they stopped going to work or the gym, which led to a usage drop in Spotify. It's telling that the top 200 stream saw a 12% worldwide!
The results of Chiquita's campaign
The end result will be an increase in Chiquita's sales, which will show up soon.
But what's already clear is that consumers showed interest in this new campaign, since around 11 thousand people used the codes printed on the bananas, while 3.5 thousand now follow the five playlists that were created.
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