Chiquita’s Organic Summer

Sponsored by Chiquita Banana

Background:

• Chiquita is known for their bananas, specifically the

popular Cavendish

• However, there are about 400 varieties of bananas

• Chiquita offers 4 other varieties including Organic

• Organic bananas are produced in a manner

that helps promote a sustainable, healthy

lifestyle and meets the strict requirements of

the U.S. Department of Agriculture (USDA)

Did you know?

Organic food is the

fastest growing

sector of the

American food

industry

U.S. sales of organic food and beverages have

risen from $1 billion in 1990 to nearly $27 billion

in 2010

81% of U.S. families buy organic

products at least occasionally.

17 percent of U.S. families said their largest

increases in spending in the past year were for

organic products

(cha-ching!)

Partly because….

• 42% say their trust in organic products has

increased; versus 32% who indicated this

point of view a year ago

97% of organic buyers purchased fruits and

vegetables in the past 6 months

Fruits Veggies

Who buys organic?....

• Parents

•Mostly women

• Young Adults, 35 and under

•Well Educated

(college grads)

Mostly Middle Class• Households that have income in the top 20% are no

more likely to purchase organic food than those

households that fall in the middle 40% income bracket.

Health Conscious

concerned with:

• Pesticides

• Toxins

• Hormones

• Naturalness

•Live in a large metropolitan area

•California is king

It’s the state that both

produces and consumes

the greatest amount of

organic food in the US.

Portland, Seattle, Denver,

Austin, Albuquerque,

NYC, Minneapolis and

Santa Fe also are

significant organic food

markets

Liberal

Care about the environment

Creative Brief:

Target:

• Women 26-40, living in metropolitan US cities

on the West Coast who are educated and

have young children or are expectant

mothers.

Consumer Insight:

• The world around us is unpredictable but

we can control what we put in our bodies

and what we feed our kids.

Key Message:

• The best organic banana is Chiquita

Support:

1. Chiquita organic bananas are certified as

100% organic by the USDA

2. Chiquita is committed to sustainability and

social responsibility in communities where

their products are grown

3. Chiquita has been a trusted name since

1870

Tonality:

• Informative, educational but light-hearted

Mandatories:

• Tagline- “Be Organic, Be Chiquita”

• Chiquita Organic Logo-

Communication Objective:

• Increase sales of Chiquita bananas by

10% for Q4 in 2014.

• Raise awareness of Chiquita’s organic

variety of banana

Communication Strategies:

• Partner with Women’s Health and the

Rainforest Alliance

• Sponsor local farmer’s markets on the

West Coast in a summer-long event called

“Chiquita’s Organic Summer”

Magazine partnership

Reach out to potential

public through

partnership with

Women´s Health

magazine.

Ads in local radios

• San Francisco:

• Los Angeles :

• Portland:

• Seattle:

Communication Tactics

• Announce the new campaign, “Chiquita’s Organic Summer” on local radio stations and in print ads.

• Mail invitations to the farmer’s markets to subscribers of Women’s Health.

• Send an email blast to

all members of the

Rainforest Alliance in

order to raise awareness

of the campaign.

• Invite local organic farmers to

participate in one or more of the eight

sponsored farmer’s markets.

Chiquita’s Organic Summer• Every Sunday Chiquita will host

a farmer’s market in each of the

four selected cities

• Local farmers’ booths will be

decorated in yellow colors

• Chiquita will have a booth,

devoted to resources,

promotions & product samples

• Chiquita will match the proceeds

of the farmers’ daily sales and

donate that money to support

the Rainforest Alliance.

Flowchart

MAY JUNE JULY AUGUST

RADIO ADS

PRINT ADS

WOMEN'S HEALTH MAILING

FARMER'S MARKET INVITATION

CHIQUITA'S ORGANIC SUMMER

- LOS ANGELES

Mars Vista Market 1st & 3rd Sunday 1st & 3rd Sunday 1st & 3rd Sunday

Larchmont Farmer's Market 2nd & 4th Sunday 2nd & 4th Sunday 2nd & 4th Sunday

- PORTLAND

People's Farmer's Market 1st & 3rd Sunday 1st & 3rd Sunday 1st & 3rd Sunday

Portland Farmer's Market 2nd & 4th Sunday 2nd & 4th Sunday 2nd & 4th Sunday

- SAN FRANCISCO

Santa Clara Natural Organic Market 1st & 3rd Sunday 1st & 3rd Sunday 1st & 3rd Sunday

Inner Sunset Farmer's Market 2nd & 4th Sunday 2nd & 4th Sunday 2nd & 4th Sunday

- SEATTLE

University District Farmer's Market 1st & 3rd Sunday 1st & 3rd Sunday 1st & 3rd Sunday

Pike Place Market 2nd & 4th Sunday 2nd & 4th Sunday 2nd & 4th Sunday

References

• http://www.ota.com/organic-consumers/consumersurvey2013.html

• abstract: http://ageconsearch.umn.edu/handle/21060 actual article:

http://ageconsearch.umn.edu/bitstream/21060/1/sp06on01.pdf

• http://community.babycenter.com/post/a31051537/more_women_buy_organ

ic_foods_than_men

• http://www.chiquita.com/Products/Fruits/Bananas/Organics.aspx

• http://www.huffingtonpost.com/2011/07/22/consumers-prefer-organic-

food_n_906988.html

• http://www.organicauthority.com/foodie-buzz/top-9-us-cities-to-live-in-if-you-

love-organic-food.html

• http://www.slideshare.net/thopeross/green-and-organic-moms-and-their-

shopping-habits

• http://www.womenshealthsa.co.za/advertise-us/