Chiquita Fresh


How to leverage brand heritage to an expanded product offering in order to drive sales and realize advertising efficiencies.


  • Developed a positioning linked to tradition and the icons of fun (Miss Chiquita, Banana Stickers).
  • Married this tradition with the inherent goodness of fruit and the benefits of everyday consumption.


  • Positioning is incorporated in new advertising January 2002.
  • Expanded line is introduced 1st quarter 2002.

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