Chiquita Brands International is to launch a banana-themed World Cup marketing campaign in Germany, a key European market.
The US-based produce giant is planning a promotional push to coincide with the tournament, which kicks off on 11 June.
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The campaign will use football-themed point-of-sale materials in key retail outlets and will use former German footballer Manfred Kaltz in a consumer competition.
Under a tagline of ‘Achtung, Bananenflanke!‘ (roughly translated as ‘Look out, incoming cross!’), shoppers could win the chance to train with Kaltz to see if they can match his trademark curled crosses.
