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...