Agency name: The Retail Company
Client name: jan Beckers
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
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:
Defend position as market leader and premium brand
Make Chiquita bananas relevant as a healthy option
Increase market share and volume