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 Chiquita bananas relevant as a healthy option

SALES OBJECTIVES

Increase market share and volume

KPI's

Topline growth

15.000 participants