Chiquita has launched a new multi-channel marketing campaign for the European market. Under the slogan ‘Always the best choice’, the campaign, which was developed by Italy’s Armando Testa Group and will run from April until the end of the year, highlights the daily dilemmas faced by consumers.
The campaign will be locally adapted to highlight culturally relevant topics in different parts of Europe, leveraging food, local iconic places and even vernacular expressions.
It will be aired across different European markets and span different channels, including press, billboards, television, trams and buses and digital. It will also include a huge out-of-home presence in some cities throughout the summer.
“Fast food or restaurant? Workout or disco? Eating healthy or eating good? The day is full of decision to be made. But is it necessary to choose? Chiquita thinks that there’s always a third option,” the company explained.
“This is the concept that inspired the multi-subject campaign, developed to describe in a fresh, dynamic and playful way that the Chiquita banana iconic Blue Sticker, with its typical smile and great taste, always makes everyone agree.
“Whatever is the choice of what to do in our everyday life – taking the bus or the bike, eating healthy or eating good, relaxing on the sofa or excising at the gym, drinking apple juice or cider - Chiquita is always the best choice.
The new promotion replaces Chiquita’s two-year Just Smile global campaign.
“Chiquita is a brand that infects happiness, positivity and the desire to share: that is why an integrated approach putting together creativity, technology, media and digital is the key of this campaign execution,” the company said.