Chiquita is the world’s most popular banana in the world and Italy is the first country for brand awareness. We launched a new positioning in Italy: "originale, naturalmente” to allow the Brand to get a grip on new/younger generations. This payoff confirms the leadership of the brand, but opens opportunities in much more ambitious creative territory. "Originale" is the out-of-the-box spirit of Chiquita, it is a hymn to the creativity that resides in each one of us. “Naturalmente” is a spontaneous attitude, an invitation to be ourselves.

Every year, during the PG Nationals League of Legends, the most passionate game supporters elect the Most Valuable Player (MVP). Thanks to Chiquita, for the first time in 2020, fans have elected the Most Original Player (MOP), the player who has shown the most originality during the tournament.

To let Chiquita’s “Originale naturalmente” new positioning become real, a new “naturally original” occasion for communication needed to be found. Chiquita became the protagonist of a never-explored-before territory by the brand: eSport world.

The first award dedicated to those who play the game in the most original and creative way during the biggest eSports tournament of League of Legends, in Italy.

The following activities for 8 weeks took place on Chiquita and PG National social/digital touchpoints: voting for the most original play of the week through the social media, videos including CTAs that encourage voting during the tournament broadcasts, final voting during the playoffs, final MOP election, celebration with both a custom video and a Chiquita MOP trophy during the tournament finals.

This new original activation had excellent results: 7.5 MIO impressions on Twitch, more than 50 MIO impressions on other social media. The word “Chiquita” was spontaneously used by fans as a synonym of "originality" on the tournament chat.