Presentation for new digital marketing plan for Chiquita. Explores the idea of a viral new product to emphasize the amazing attributes of fresh fruit.

1. CHIQUITA®
DIGITAL MARKETING PROPOSAL
mark stuenkel
advertising 420
april 14, 2012

2. INTRODUCTION
BRAND OVERVIEW
- Healthy and fresh products
- Large active social media presence
- High brand association with produce
GOAL
- Increase Chiquita brand products to target markets as healthy, cheap and
portable snacks that offer all the benefits of expensive alternatives.
- Use social media and other digital marketing tactics to reach specific
consumers
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3. CAMPAIGN OVERVIEW
TARGET MARKET
- Young Adults: aged 15-21. Always busy, active and generally consuming
rather unhealthy food. Generally with irregular eating habits with small
snacks. Concerned more with the price and less with nutrition and health.
- Parents: aged 30-50. Busy with work and parenting. Spend a lot of time
and attention worrying about the nutrition and wellbeing of their children.
Searching for healthy and quick ways to eat on the run for themselves and
their children.
CREATIVE BRIEF
- Create interesting and new look at banana’s to re-introduce Chiquita
banana’s through a primarily digital campaign.
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4. CAMPAIGN OVERVIEW
BUDGET
- Entire advertising budget: 20% of annual revenue.
- Chiquita is 3.24 billion therefore 638 million spent on advertising a
worldwide.
- 319 million will be spent digitally.
ELEMENTS & ALLOCATION
- Mobile (80M)
- Application
- Point Of Sales applications
- SEM (110M) traditional
- Google Adwords
mobile
- SEO
SEM
- Social Media (80M) social media
- Twitter
- Facebook website
- Pinterest
- Website (49M)
- SEO
- Update Content
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5. CAMPAIGN
THEME
- Re-introduce the Chiquita banana as a healthy, versitile and “green” snack.
Create a campaign that showcases the banana’s features as a new health
snack called ANABARS.
CHIQUITA BANANA FACTS
- FREE OF
- Fat
- Cholesterol
- Sodium
- GOOD SOURCE OF
- Vitimins B6 and C
- Potassium
- Fiber
- BENEFITS
- Helps immune system
- Useful in weight management
- Lowers blood pressure
- Full of energy with no calories
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6. CAMPAIGN
MOBILE
- PHONE APPLICATION
- Sponsor Bananagrams application
- Offer free download of game
- Coupons will be available on screen
- Grand Prize winner gets cruise
- Promote second app
- Chiquita App
- App scans banana ripeness and suggests recipes
- Users can add own recipes, generate content like pics and vids
- Tell how long the banana will be good for
- QR CODES
- At point of sales to download apps
- Offers coupons that will be downloaded to phone
- Nutritional facts
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7. CAMPAIGN
SEARCH ENGINE MARKETING (SEM)
- KEYWORDS
- Nutrition, Healthy Snack, Healthy Eating, Anabars, Chiquita
- SEARCH ENGINE OPTIMIZATION
- Use keywords listed above to gain organic searches, web
development is necessary for this.
- GOOGLE ADWORDS
- Large Adwords campaign to
introduce new web and Anabars to the
target market
Chiquita Anabars | chiquita.com
chiquita.com/anabars
Healthiest Snack Around. Try our new Healthy Eating Tips NOW!
- FACEBOOK MARKETING
- Ads specifically tailored for target
market Chiquita Anabars
Healthiest Snack Around.
Try our new Healthy Eating
- Visuals of Anabars to spark
Tips NOW!
intrigue
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8. CAMPAIGN
SOCIAL MEDIA
- TWITTER
- @Anabars
- introduce #ANABARS to trend launch of “new” product
- FACEBOOK
- PHOTO COMPETITION: winner gets free cruise, best pictures seen
with new ANABARS will win.
- Judged on facebook by peers.
- Promote new content pertaining to Anabars and eating healthy
- PINTEREST
- Add recipes, photographs of banana and other plants used to create
procucts.
- Photo competition high voters will also get promoted on pinterest.
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9. CAMPAIGN
WEBSITE
- NEW CONTENT
- Link to new social media outlets.
- More recipes, interesting nutritional facts.
- Play Bananagrams online (daily prizes).
- Enter to win free cruise contest.
- Add keywords discussed on slide 7.
- Overall more user interactivity.
- BLOG
- Healthy living blog.
- Promotes exercise and healthy eating habits.
- How to get a balanced amount of nutrients.
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10. RESOURCES
- http://www.slideshare.net/finance49/chiquita-brands-international-
2003annual
- http://investors.chiquita.com/phoenix.zhtml?c=119836&p=irol-irhome
- http://www.brandsoftheworld.com/search/logo/chiquita
THANKS
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