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PROMO SPOTLIGHT: Chiquita uses music to stem summer slip in banana sales

By Published on .

Marketer: Chiquita Fresh North America, Cincinnati.

Agency: Botsford Group, Atlanta.

Effort: "Chiquita's Summer Fun Music Fantasy Sweepstakes."

Twist: To boost banana sales during the typically slow summer season, Chiquita is launching a sweepstakes to win several trips for two next year to the Country Music Association Awards in Nashville. To enter, consumers must supply the lyrics to Chiquita ad jingles plus three Chiquita proofs-of-purchase. Trips will be awarded to three U.S. and one Canadian winner. Supermarket produce managers also can compete in a sweepstakes to win a variety of prizes by increasing their banana display areas by 15% and sending in photos of the displays.

Vital statistics: The promotion runs July 5-31, backed by local newspaper free-standing inserts, newspaper ads and local radio spots. In-store support includes life-size displays of Miss Chiquita plus the full lyrics to Chiquita jingles.

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