Chiquita: Moov

Chiquita, producer and distributor of bananas, had a 40% market share in Belgium and top-of-mind awareness of 86%.

Chiquita: Moov

Agency name: The Retail Company Client name: jan Beckers Category: Brand-building

BACKGROUND

Market share: 40%

Number 1 in category

TOM awareness 86% - aided awareness 99%

Competitors: Private labels, Fair trade banana, Bonita

NATIONAL CONTEXT OF THE CAMPAIGN

Startpoint: 85% of youngsters are physically inactive.

Good to know: Kim Clijsters is the most famous Belgian sportswoman. She's also known as an accessible, modern and popular mother.

Key points relevant for Kim:

- Healthy - Sporty - Mum

OBJECTIVES

MARKETING OBJECTIVES

Defend position as market leader and premium brand

Make...

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