Chiquita Central Europe – Banana Mail of Love
Agency name: Ogilvy Action Client name: Chiquita Central Europe Category: Retail or Trade Marketing
BACKGROUND
Even though the Chiquita brand is well-known and popular, it is also the most expensive banana brand in the Czech market. Chiquita feels that it may be pushed from the shelves by cheaper bananas from other suppliers (primarily Dole and Bonita).
The primary task for 2009 was to defend the premium price of Chiquita bananas and their place on the shelves of commercial chains without lowering the price. All communication focused on...