CHOOSE FRUIT for Chiquita

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CHOOSE FRUIT

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Industry Non-alcoholic drinks
Media Promo & PR, Case study
Market Norway
Released July 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: CHIQUITA NORDIC
Product/Service: SMOOTHIES
Brand Activation Manager: Martin Pira (Chiquita Nordic)
Creative Director: Aina Lemoen Lunde Kristensen (PR-operatørene)
Partner/Consultant: Øystein Bonvik (PR-operatørene)
Project Manager: Hanne Kjærnes (PR-operatørene)
Consultant: Cecilie Wærholm (PR-operatørene)
Media placement: Blog - Marie Amanda - September 27th 2009
Media placement: Blog - Noralba - September 27th 2009
Media placement: Blog - Lostmyhead - September 27th 2009
Media placement: Blog - Silje Bredesen - September 27th 2009
Media placement: Online Tabloid - Dagbladet, Side2 - November 12th 2009
Media placement: Digital Entertainment Site - Start.no - October 1st 2009
Media placement: Local Newspaper Digital/print/web-TV - Kristiansands Avis - November 19th 2009
Media placement: Local Newspaper Digital/print/web-TV - Froger Lokalavis - October 29th 2009
Media placement: Local Newspaper Digital/print - Byavisa - 20th October 2009
Media placement: Ocal Newspaper Digital/print/web-TV - Lokalavisen St.Hanshaugen - October 29th 2009

Summary of the Campaign
The Smooth Way into Bloggers’ Hearts Chiquita overcomes Norway's smoothie fatigue by employing the country's top "pink bloggers" and making Chiquita's smoothie campaign part of their daily life. Their enthusiastic blogging secured the product a firm place in Norway's retail space. Banana republic To Norwegians Chiquita equals bananas; the company needed to challenge this perception when launching smoothies in Norway. What's more, the Norwegian smoothies market is highly competitive, and the media suffered from smoothie fatigue. Bloggers smooth the way The target group was young females. The aim was to get their smoothies listed in Norway's larger grocery chains. Chiquita decided to enlist the target group's new opinion leaders; the so-called 'pink bloggers' - young women blogging about their daily life, and involved them in the campaign. When they were made models in an online campaign they blogged enthusiastically about the experience and the campaign. A smoothie-quiz also got the target group directly involved, and the users spread the message further through social media. Chiquita's smoothies are now listed in two of Norway's largest grocery chains and in the second largest chain of convenience stores. The campaign reached 860,000 readers through traditional media, and 90,000 people entered the online quiz.

The Goal
The Goal Chiquita needed to establish itself as a natural marketer of smoothies and a relevant provider of healthy living advise. The brand needed to get listed in at least one of Norway's four largest grocery chains and in several convenience stores. Chiquita's campaign aimed to reach young, health-conscious urban women aged between 15 and 25. The group's opinion leaders (pink bloggers) would create a buzz around Chiquita smoothies and make them a "must have".

Results
Chiquita is now listed in two of Norway's largest grocery chains - COOP and ICA, and Deli de Luca, the second largest chain of convenience stores. Chiquita managed to engage Norway's four top pink bloggers, who were exclusively positive to the product and who marketed it on their blogs. Chiquita became an authority on nutrition and healthy eating. There are 300,000 women aged 15 to 25 in Norway, and Chiquita wanted to reach the ones with an urban, healthy lifestyle - and reached the target group on a daily basis through the bloggers. We reached 860,000 users of traditional media. The quiz aimed to engage 3,000 people - it has now been used by more than 90,000. Chiquita wanted to be a natural marketer of smoothies and a relevant provider of healthy living advise. The workshops fulfilled this aim by providing direct answers to questions from the target group.

Execution
We identified Norway's top pink-bloggers who best mirrored Chiquita's values, and invited them to model in a campaign. The girls started blogging about their experience instantly, after receiving VIP/ fresh-look-treatment at a photo shoot. Bloggers/traditional media (celebrity/local press) were given behind-the-scene-footage to use. Norwegians are online-quiz-crazy - quizzes are the most spread content on Facebook (Norway). So we created a "Which breakfast-type are you?" quiz, the results could be shared in social media (the results linked to an ad with the bloggers). Many readers ask the bloggers about nutrition, something bloggers struggle to answer. So Chiquita teamed them up with a nutritionist, and the bloggers then invited readers to send in questions which could be answered professionally in a workshop with the bloggers and nutritionists. The initial success prompted a second workshop, preceded by an online competition. The first price: a Chiquita-spa-workshop, spoiling winners with lunch, smoothies and professional nutritional advise.

The Situation
The Situation In the autumn of 2009 Chiquita decided to launch smoothies on the Norwegian market. Consumers here exclusively associate the brand with bananas, and Chiquita faced stiff competition on the smoothies market from existing producers. They also faced a smoothies fatigued media, and Chiquita had no listings for smoothies with any of the largest distributors. The total campaign budget was a very limited €39,000.

The Strategy

The Strategy At the time of the launch, Norway's traditional media suffered from smoothies fatigue in the wake of a host of smoothies launches from competitors. New angles and fresh channels were needed. Enter the "pink bloggers" - young female lifestyle bloggers, many with thousands of daily readers and some of them celebrities in their own right. They're considered the new, strong opinion leaders for young women - Chiquita's target group. Getting the most popular pink bloggers onboard could secure the brand closely targeted and wide-ranging exposure. But online advertising or simply providing the bloggers with the product would not be enough. The bloggers needed to experience the marketing campaign first hand, which would allow them to blog about it as part of their usual description of daily life - which focuses on fashion and eating.