April 15 is National Banana Day and, for the third time, Chiquita is seizing the opportunity to bring its bold and colorful “Pop by Nature” campaign to Times Square — this year through an AI-powered social video experience that it says transforms the iconic New York City landmark into a larger-than-life Chiquita takeover.
As part of this year's celebration, Chiquita is building on its long-standing use of music and storytelling, introducing a new limited-time, tropical-inspired jingle and dance challenge, inviting fans everywhere to join in. Designed to be simple, catchy and instantly recognizable, the dance features a signature Chiquita move creators and consumers alike can learn, share and remix across social platforms.
Chiquita says campaign content, including the video activation and dance challenge, will be shared on its official Instagram channel, inviting fans worldwide to view, participate and share.
To extend the celebration, Chiquita is hosting an Instagram-only promotional giveaway through April 19, offering fans ages 18 and older in the U.S. and Canada (excluding Quebec) the chance to win ceramic bowl and plate sets inspired by the Pop by Nature campaign.
The campaign speaks to the company's aim to be about more than bananas and all about “bringing joy to everyday moments,” says Marco Volpi, chief marketing officer at Chiquita.
To learn more about Chiquita's vision and strategy behind the Pop by Nature campaign and what it hopes to achieve, The Packer recently connected with Volpi.
Pop by Nature is now in its third year. What is the vision for the evolution of this campaign, and how do you sustain brand recognition in each campaign while ensuring each new artist collaboration — like this year's with Jiaqi Wang — delivers a distinct freshness to the brand?
Volpi: Pop by Nature was built as a multiyear global platform designed to claim Chiquita's place in pop culture. From Romero Britto to Sebastian Curi and now Jiaqi Wang, each collaboration transforms the banana into a bold artistic statement while maintaining the brand's unmistakable identity.
To make the brand message even stronger, this year we decided, together with the artist, to put our brand ambassador at the center of the main campaign's artwork. Miss Chiquita thus becomes the heart of the narrative about the brand's origins and heritage, represented by a powerful, emotional pose in which she holds a Chiquita banana close to her chest with pride.
With the second campaign creative, we took a step further, transforming her into a true contemporary icon. Through Wang's interpretation, she embodies the confidence, style and individuality of a modern woman. Portrayed for the first time in expressive, everyday life settings, and sometimes wearing a fashionable foulard instead of her historic fruit hat, she reflects both progression and heritage. That balance ensures freshness without losing recognizability.
Chiquita says Pop by Nature has moved beyond a campaign to become a “creative journey.” How do you measure the success of the creative journey, and how does it translate to retail sales?
We call it a creative journey because it has become a distinctive and recognizable space for Chiquita globally, in pop art and culture. Success is measured by how strongly the campaign reinforces Chiquita as an icon, not just in the produce aisle, but in broader cultural conversations across markets all around the world.
From a retail perspective, that sustained brand storytelling supports premium perception and differentiation at shelf. When consumers see Chiquita as an established cultural brand with heritage and personality, that translates into loyalty and repeat purchase.
The campaign reimagines Miss Chiquita with Costa Rican heritage flair. What sentiments is the campaign seeking to evoke with consumers?
This year's artwork highlights authenticity, heritage and pride. Miss Chiquita is portrayed holding the banana close to her chest, a gesture that symbolizes the heart of the brand. The lush, tropical landscapes draw directly from our Costa Rican roots, layering the visuals with color, movement and identity.
Miss Chiquita is portrayed with greater depth and personality, reflecting her evolution into a contemporary icon. No longer static, she appears expressive and engaged in everyday life, with the confidence and relatability of a modern woman.
The blue sticker is one of the most recognized brand assets in the world. How does the Pop by Nature edition influence the consumer's path to purchase at the grocery shelf compared to the standard sticker?
The blue sticker has long been a seal of approval and a globally recognized brand asset. In the Pop by Nature edition, it becomes part of a broader artistic narrative. The limited-edition design signals seasonality, creativity and cultural relevance.
That visual distinction draws attention at shelf while reinforcing that Chiquita is actively investing in its brand. It strengthens both trust and differentiation within a competitive set.
Chiquita is returning to Milan Design Week. What is the strategic goal of bringing a produce brand into a high-end design space, and do you see that helping to move Chiquita from the produce aisle into the lifestyle category?
Milan Design Week reinforces Chiquita's position as a global cultural icon. Bananas have inspired artists and designers for decades, and with Pop by Nature, Chiquita proudly claims that space in contemporary creative culture. Showing up in a global design environment signals that we are not just participating in the produce category, but in broader artistic dialogue.
The introduction of Miss Chiquita House brings the campaign to life through immersive creative experiences, transforming the artwork into a physical world that consumers and creators can step into and where art, contemporary design and pop spirit come together in a world of vibrant colors and tropical vibes. The space reflects Miss Chiquita's transformation into a modern icon, someone who exists beyond packaging and shelf. By portraying her in dynamic, everyday contexts within a design-forward environment, we expand her presence into lifestyle and cultural space.
From its start, a key theme of the Pop by Nature campaign has been “everyday joy.” How does this creative direction align with Chiquita's broader goal of positioning bananas as the original grab-and-go healthy snack?
Bananas are already one of the most convenient and accessible foods, enjoyed by consumer around the world. Pop by Nature builds on that familiarity by elevating the banana from everyday staple to cultural symbol. By pairing nourishment with creativity and heritage, we reinforce both the functional and emotional strength of the brand as the ideal grab-and-go healthy snack.
The campaign includes social and digital media. How are you leveraging social media platforms to engage the coveted Gen Z and Millennial shoppers?
The campaign unfolds globally across social and digital channels with artwork reveals, storytelling content and immersive moments tied to Milan Design Week. The bold, expressive visuals are designed to be highly shareable and culturally relevant, helping younger audiences across all markets see Chiquita as a brand that participates in art, design and contemporary conversation.
In the second half of March, Chiquita launched a fun and creative collection of Instagram stickers featuring Miss Chiquita in a series of animated scenes from Jiaqi Wang's artworks. Designed to add a touch of playfulness to everyday interactions, these digital stickers will be available for all users on Instagram, encouraging fans to share Miss Chiquita's daily moments and bring her personality and values into their own social conversations, turning her charm and lively spirit into a new way of expression on the platform.
