2. History of Chiquita
• 100 years and counting…
• In 1944 introduced Miss Chiquita and became first
company to brand a banana.
• “Chiquita Banana” Song is one of the most successful
commercial jingles of all time
• The Famous Blue Sticker came in 1963
• Chiquita continues to grow internationally and is
known all around the world for more then just
bananas but quality and fresh products.
3. Challenge, Goals, and Solutions
• The Challenge to get consumers to buy
Chiquita produce and products despite
that obesity is at an all time high.
• The Goal to interact with consumers and
convince them of the healthy and
beneficial outcomes of eating quality
produce.
• Solution reach out and build social media
awareness.
5. Ways to Improve
• Getting consumers involved
through YouTube video and
Facebook photo or other
contests and drawings.
• Not posting the same content
or status on the same social
media vehicles.
• Utilizing Google and Facebook
ads for promotions, special
deals, and regular ads.
• Making ads that reach the
target market.
6. Facebook & Twitter
• Adding Facebook and Twitter to other
vehicles commercials.
• Running different promotional events
and contests promoting customer
interaction.
– Like getting others to become a fan,
or fastest to give the correct
answer to a tweet or status update.
•Running a picture promotion such as with the
stickers in the most outrageous places, or make
your own funny “blue sticker” and the winner
actually have their idea placed on bananas.
8. YouTube/ “The Cinema”
• Find better SEO words for finding the YouTube channel
• Having the YouTube and The Cinema connected makes it
easier for consumers to find.
• Making contests of the best “Chiquita Banana Jingle” video
uploaded by consumers.
• Making videos showing how to make different recipes using
different Chiquita products.
9. Google Advertisements
• There are currently no google
advertisements when just typing
“Chiquita” or “Chiquita International”
• I believe this would be a great place for
Chiquita to promote and put money
towards advertising.
• “Chiquita Banana” you get Google Ad’s
advertising for Banana Halloween
Costumes
• When searching “Banana(s)” no
Google Ad’s appear, I believe that this
would be perfect for Chiquita to begin
using Google Ad words. Also they are
about 7th on the results so working to
make them number one is a main
priority.
10. Measuring Success
• Google Analytics
• Increased Banana Sales
• Facebook Ad Statistics
• Number of Fans, Likes, and
Followers on brand pages of
Facebook, Twitter, and
YouTube
• Increased consumer
participation on Chiquitaville
• Click through rates
Budget: $500,000
Editor's Notes
In March, Chiquita launched a new social media platform called Eat a Chiquita
Although Chiquita is the top search response along with the majority of search results I believe it would be beneficial for Chiquita to invest in Google Adwords, they could also work on their SEO because when typing bananas they are about 7th on the search results list. For launching a new social media campaign in March, I believe they have a lot to learn on how to market their new found tools. Increasing ad’s during seasons of different fruits would also be benefit marketing.
