Chiquita is launching an organic summer campaign to promote its organic bananas. It will partner with magazines and organizations to sponsor farmers markets in four West Coast cities from May to August. The campaign aims to raise awareness of Chiquita's organic bananas and increase sales by 10% through sample tastings, farmer's booths decorated in yellow, and matching proceeds to donate to the Rainforest Alliance. The target audience is educated women aged 26-40 with young children living in metropolitan areas.

1. Chiquita’s Organic Summer
Sponsored by Chiquita Banana

2. 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

3. • 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)

4. Did you know?
Organic food is the
fastest growing
sector of the
American food
industry

5. U.S. sales of organic food and beverages have
risen from $1 billion in 1990 to nearly $27 billion
in 2010

6. 81% of U.S. families buy organic
products at least occasionally.

7. 17 percent of U.S. families said their largest
increases in spending in the past year were for
organic products
(cha-ching!)

8. Partly because….
• 42% say their trust in organic products has
increased; versus 32% who indicated this
point of view a year ago

9. 97% of organic buyers purchased fruits and
vegetables in the past 6 months
Fruits Veggies

10. Who buys organic?....
• Parents

11. •Mostly women

12. • Young Adults, 35 and under

13. •Well Educated
(college grads)

14. 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.

15. Health Conscious
concerned with:
• Pesticides
• Toxins
• Hormones
• Naturalness

16. •Live in a large metropolitan area

17. •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

18. Liberal

19. Care about the environment

20. 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.

21. Consumer Insight:
• The world around us is unpredictable but
we can control what we put in our bodies
and what we feed our kids.

22. Key Message:
• The best organic banana is Chiquita

23. Support:
1. Chiquita organic bananas are certified as
100% organic by the USDA

24. 2. Chiquita is committed to sustainability and
social responsibility in communities where
their products are grown

25. 3. Chiquita has been a trusted name since
1870

26. Tonality:
• Informative, educational but light-hearted

27. Mandatories:
• Tagline- “Be Organic, Be Chiquita”
• Chiquita Organic Logo-

28. Communication Objective:
• Increase sales of Chiquita bananas by
10% for Q4 in 2014.
• Raise awareness of Chiquita’s organic
variety of banana

29. 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”

30. Magazine partnership
Reach out to potential
public through
partnership with
Women´s Health
magazine.

31. Ads in local radios
• San Francisco:
• Los Angeles :
• Portland:
• Seattle:

32. 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.

33. • Send an email blast to
all members of the
Rainforest Alliance in
order to raise awareness
of the campaign.

34. • Invite local organic farmers to
participate in one or more of the eight
sponsored farmer’s markets.

35. 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.

36. Flowchart
MAY JUNE JULY AUGUST
RADIOADS
PRINTADS
WOMEN'SHEALTHMAILING
FARMER'SMARKETINVITATION
CHIQUITA'SORGANICSUMMER
- LOS ANGELES
Mars VistaMarket 1st&3rd Sunday 1st&3rd Sunday 1st&3rd Sunday
LarchmontFarmer'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
SantaClaraNatural OrganicMarket 1st&3rd Sunday 1st&3rd Sunday 1st&3rd Sunday
InnerSunsetFarmer's Market 2nd &4th Sunday 2nd &4th Sunday 2nd &4th Sunday
- SEATTLE
University DistrictFarmer's Market 1st&3rd Sunday 1st&3rd Sunday 1st&3rd Sunday
Pike Place Market 2nd &4th Sunday 2nd &4th Sunday 2nd &4th Sunday

41. 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/