Chiquita is the most loved banana in the world and Italy is the first country for brand awareness. Nevertheless the positioning of the brand, about taste and quality, is losing grip on the new generations.
Creating a new positioning able to speak to the new generations, to strengthen the brand leadership and to opens up a more ambitious creative territory.
We launched a new positioning in Italy: “originale, naturalmente.” Originale is the out-of-the-box spirit of Chiquita, it is a hymn to the creativity that resides in each one of us. Naturalmente is a spontaneous attitude, an invitation to be ourselves.
We created a large integrated campaign that brings originality to many different targets. A OOH campaign spreads in Italy, speaking the new original Chiquita language. During the pandemic, on social media, we created a commercial with all the video contributions Italians shared on Chiquita Facebook showing the original things they did at home. In the world of eSports: a brand new award in the largest Italian eSport tournament on Twitch, the Most Original Player.