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|Chiquita Brands International, Inc : Chiquita Brands Partners with Universal Pictures and Illumination Entertainment's Despicable Me 2|
Chiquita Brands Partners with Universal Pictures and Illumination Entertainment's Despicable Me 2
CHARLOTTE, N.C. - June 5, 2013 - Chiquita Brands (NYSE: CQB) will partner with Universal Pictures and Illumination Entertainment on the highly-anticipated release of Despicable Me 2 this summer. The owner of the iconic brand announced details today of an exciting partnership and co-promotion with Universal and Illumination. Chiquita anticipates that this partnership and the promotion will help drive sales and excitement at Chiquita retailers this summer. Despicable Me 2 opens in theaters on 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, 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," said 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. By following Chiquita on Twitter (@Chiquita), Facebook (Chiquita Banana) and Instagram (@ChiquitaBrands), consumers can interact with content relating to the partnership.
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ABOUT DESPICABLE ME 2
Chris Meledandri and his acclaimed filmmaking team create an all-new comedy adventure featuring the return of (former?) super-villain Gru (Steve Carell), his adorable girls, the unpredictably hilarious Minions...and a host of new and outrageously funny characters. www.despicable.me