Chiquita Fresh North America is embarking on high profile brand campaign that will feature the first banana-specific ads to appear on TV in years, along with two new Web sites and a tropical getaway sweepstakes for consumers.

While I haven’t yet had a chance to preview the new TV spots, I thoroughly enjoyed visiting the two new Web sites –  ChiquitaBananas.com and EataChiquita.com – both of which hit the sweet spot by not only leveraging the brand’s strong heritage, but also their abilities to engage shoppers in a lively, fun and informative way.

“Consumers know and trust Chiquita bananas,” relays Craig Stephen, VP/GM of Chiquita’s North America banana unit. “This campaign provides a terrific opportunity to remind consumers why our bananas are best for taste and freshness and also about other healthy snacking options we offer.”

The cornerstone of the consumer effort is a high-profile advertising campaign that will air on national cable and network stations in 40 top markets. Leading with a tagline “Fresh Tastes Best,” the light-hearted animated TV spots tell the “banana story” and in select markets will feature a six-second tag for either new Chiquita Pineapple Bites pineapple spears or Chiquita Apple Bites.

The campaign, which runs through November, utilizes broad reach and targeted message delivery tactics to drive awareness and trial. Stephen says the two new Web sites are a key strategy for ongoing consumer interaction. “The sites target different demographics, making interaction with the brand on the Internet a rewarding experience for consumers of all ages. Both bring the brand personality to life with vibrant graphics and high-energy content, creating connectivity through different elements.”

ChiquitaBananas.com, targeted primarily to women 23-45, offers an entertaining mix of news, nutrition information, kid activities and recipes, as well as a national sweepstakes “Tropical Getaway” to Costa Rica and tour of the rainforest. Consumers can also register to receive a banana e-newsletter. By comparison, EataChiquita.com leverages social media elements and uses games, viral video and iconic assets like the Chiquita banana sticker, Miss Chiquita and the Chiquita jingle as retro-hip “hooks” to engage the under 35 segment.

In addition, the new “Chiquita Banana Cabana” mobile unit focuses on nutritious fruit snacks consumers can enjoy on-the-go that was designed for consumer interaction at large audience venues like festivals and fairs. Consumers experience a fun, colorful environment where they can sample nutritious and great tasting smoothies, get free digital photographs and enjoy other fun elements that bring the brand and healthy snacking concept to life.

The Cincinnati-based big banana marketer and distributor’s new integrated brand campaign will also give aggressive produce managers a chance to win a tropic-themed trip and other sweet rewards as well.

“We believe our partners are critical to our success,” notes Stephen. “To thank them for supporting our campaign, we’ve included reward opportunities for them as well,” including prizes such as portable GPS and Amazon gift cards. The display contest for produce managers encourages the use of “Tropical Getaway” POS in-store display materials, while an advertising incentive program is also available for retailers that includes prizes like an Acer notebook computer, a Canon digital camera, a portable DVD player, and Amazon gift cards.