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On the heels of unveiling a multifaceted campaign that aims to put its Fresh Express brand of value-added salads in the national spotlight, Chiquita Brands International, Inc. is gearing up for a major back-to-school effort primarily targeting parents who want to ensure that kids have healthier, more wholesome snack options. Featuring a range of sampling opportunities alongside television and print advertising, the Cincinnati-based produce pioneer’s healthy snacks campaign is projected to reach more than 20 million consumers in select markets across the country.
“With national statistics reporting that 90 percent of kids choose to eat before doing anything else when they get home, Chiquita believes it’s important that they make healthy decisions,” says Joe Huston, VP of salads and healthy snacking. “In today’s busy world, families need ways to snack smart, and we’re here to help them, with convenient options for home, work, school, play and on-the-go.”
The across-brand product lineup featured in the campaign [m] which kicked off in August and will run through November — focuses on Chiquita Fruit Bites and also includes Chiquita Bananas and Fresh Express Gourmet Café Salads. The campaign will be kicked off with a high-profile broadcast TV game plan that will employ a creative mix of broad reach and targeted message delivery tactics. Chiquita will also air a TV tag at the end of Chiquita Banana commercials on cable and network stations to create appetite appeal and drive trial of Chiquita Fruit Bites in 28 markets.
“We want to reach consumers at home, and also where they gather for fun,” notes Huston, adding that Chiquita will also sponsor early morning TV news shows with a Chiquita Fruit Bites ad during weather, traffic or back-to-school segments. Additionally, households with children ages 6 to 10 will receive a fun and interactive direct mailer that includes “kid-engaging” Chiquita stickers and coupons.
Additional elements of the campaign will include distributing samples of Chiquita Pineapple and Apple Bites to families at concerts, festivals and sporting events in Chicago, Baltimore, Washington, D.C., Memphis, Tenn., and Cincinnati. Further, more than a million consumers in Chicago, Baltimore and Washington, D.C., will see Chiquita Bites ads on digital billboards.
“As we move through our time-crunched days, it’s a real challenge for kids and their parents to avoid the temptation to grab junk food,” says Huston. “Keeping nutritious, convenient snacks and salads on hand is the key to making healthy eating choices throughout the day.”
Parting Thought: High-five to Chiquita for launching a fruit-and-veggie-focused campaign that will also enhance the image of retailers in the fresh produce department with in-store signage and other national elements that will further reinforce consumer interest in the items and add value to the brand.