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Chiquita’s Fresh Express brand is embarking on a multifaceted campaign that will put the company’s innovative lineup of full-flavored salads squarely in the national spotlight. Full-page print ads in leading lifestyle publications will be a key element of the campaign, featuring the tagline “A Salad Experience So Uniquely Fresh, Other Salads Wilt in its Presence” to underscore its position as a market leader in fresh taste and produce innovations.
During its introduction phase, Fresh Express chose Weight Watchers and O, the Oprah Magazine, along with an integrated range of other consumer marketing vehicles. The fall consumer campaign, which will run September through December 2009, communicates the message that the unique and fresh flavors “from Fresh Express” provide consumers with an assortment of salad varieties that will surprise and delight them, with new salad introductions combining colors, textures and gourmet ingredients to deliver a truly satisfying fresh flavor experience.
The first full-page feature advertisement, set to appear in the September/October issue of Weight Watchers, will invite magazine readers to “experience freshness at a whole new level.” Additional ads are set to appear in the November/December issue of Weight Watchers and the December issue of O, the Oprah Magazine.
With its move into lifestyle advertising, Fresh Express intends to drive national brand awareness and trial of its new Fancy Greens – a flavorful, well-balanced blend of romaine, green tango, radicchio and carrots – which builds on the success of recent introductions Gourmet Café Salads, Tender Ruby Reds and Sweet Tender Greens. The Gourmet Café Salads product line features six premium bistro-style lunch selections that are ready to “open, shake and eat” in Tuscan Pesto Chicken, Caribbean Chicken, Orchard Harvest Salad, Waldorf Chicken, Chopped Turkey Chef and Chicken Caesar with Crostini varieties. Last year, Fresh Express launched Sweet Tender Greens and Tender Ruby Reds, each harvested and grown in select regions to ensure sweet butter flavor, melt-in-your-mouth texture, vibrant color and bite-size leaves.
The campaign also includes a multi-faceted public relations overlay with TV segments featuring nutritionist/author, Elizabeth Somer, a featured ABC network radio news story, and a full-page color editorial page to appear in newspapers across the country.
“For more than 80 years we’ve brought excitement to fresh produce through innovation,” said Joe Huston, VP of salads and healthy snacking at Cincinnati-based Chiquita. “Today, our exclusive varieties and unique lunch solutions deliver a delicious and more satisfying way to experience salad.”
The campaign, with its theme of “unique and fresh flavor brought to you by Fresh Express,” targets professional women who value fresh taste, quality and convenience, and are looking for new and unique varieties.
The initiative is also designed to enhance the image of retailers because it creates a natural point of differentiation in the produce aisle, according to Huston. “In addition to broad-scale national print media, the campaign will also be supported by beautiful in-store signage and other national elements to create consumer interest in the items and add value around the brand,” he said.
For more information, visit www.freshexpress.com.