CHALLENGE
Utilize Chiquita’s iconic assets to…
o Reintroduce Chiquita Banana to a younger demographic.
o Drive awareness and call-to-entry of Eat A Chiquita Sticker campaign.
o Build loyalty and product preference.
STRATEGY
o Drive call-to-entry via aggressive integrated PR & social media campaign.
o Communicate using a fun, authentic voice that strongly reflects the Chiquita brand personality.
o Capitalize on trend of consumer “co-creation” and “co-authorship,” allowing consumers to experience and participate in defining brands.
TACTICS
o National media and bloggers received creative oversize banana-shaped press kit materials.
o Sheet of blank stickers and branded markers encouraged media to create their own designs.
o Targeted outreach to online and print media outlets: mainstream national business, art & graphic design, college, regional.
RESULTS
o Fans submitted more than 100,000 votes for the 50 design finalists.
o The top 18 were chosen to adorn Chiquita bananas in stores across the country.
o More than 25,000 drag-and-drop mixes were created in less than five months on EatAChiquita.com.
o A total of 1,355 stickers were submitted.
o The #1 design was a banana cradled by the moon submitted by Megan Meade of Washington, D.C., which drew 7,768 votes.
o Other designs in the top 18 were a banana muscle, a banana catching a tan under the sun and bananas bouncing on a trampoline.
PR EXPOSURE
o 55 million total media impressions; 90% of which were digital
o Coverage in top tier media including New York Times, Time Magazine, Fast Company, Chicago Tribune, MediaPost
o Exceeded original goal of 10 million PR impressions by 5x
o “A-peeling” press release went viral with positive feedback from bloggers and fans
o Over 200 unique articles, posts and mentions of the sticker contest
- “Another day, another wacky but ‘a-peeling’ press release”
- “Chiquita’s Design Bananarama”
- “Stick to it Chiquita”“Going bananas over a sticker contest!”
- “I’m Bananas About This Strategy”
- “Famous Blue Stickers Get a New Look”