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This summer, Chiquita Brands will team up with Universal Pictures and Illumination Entertainment to co-promote the release of “Despicable Me 2,” opening in theaters July 3, 2013.
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, U.S. consumers 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, which features a Minion-maker, activities, recipes, a photo gallery, downloads and more. Site visitors will also be able to participate in a Sticker Showdown, a bracket-type competition among the 26 different Chiquita banana stickers seen 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,” said Rob Adams, senior marketing manager for Chiquita Brands. “Since bananas are featured in both films as one of the Minions' favorite foods, this is just a natural fit for Chiquita.”
Chiquita Brands International, Inc. is a leading international marketer and distributor of fresh and value-added food products. The company markets under the Chiquita and Fresh Express premium brands and other related trademarks.