Assignment:
Final Portfolio: Creative Brief
Writer:
Justin Brannon
Client:
Chiquita Banana
Date:
12/4/10
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Client Name: Chiquita Brands International Product Name: Chiquita Bananas Project Background: Chiquita Bananas have recently seen a drop in consumer demand. Market research shows that the drop in sales is due largely in part to competition from processed foods and energy snacks that are luring health conscious and active adults away from Chiquita with the promise of their convenient, high energy and healthful snacks. Advertising Strategy Statement: Advertising will inform consumers who eat processed foods and energy snacks in supplement for bananas that Chiquita Bananas are the best choice for an active and healthy lifestyle. Support will be Chiquita Bananas are one of the most nutrient foods found from nature, with a good source of potassium, vitamin B6, vitamin C and fiber. Tone will be fresh, energetic, informative, fun. Campaign Theme: Chiquita. The healthy banana with a taste of the tropics. Chiquita bananas are better than processed foods and energy snacks because they are a good source of potassium, vitamin B6, vitamin C and fiber. Chiquita is committed to delivering the highest quality bananas and is America’s favorite banana brand. Problem Advertising Must Solve: Advertising must solve the issue of banana consumers choosing processed foods and energy snacks over Chiquita bananas. Advertising must also address the ease and benefits of eating Chiquita bananas versus processed foods and energy snacks. User Value Proposition/Benefits
Established in 1899, Chiquita helped create the banana category in North America, becoming the country’s most popular fruit. With its industry setting techniques for shipping, packaging and ripening, Chiquita is committed to delivering the highest quality bananas for its consumers.
Key Fact
It is easier, healthier and cheaper to eat Chiquita bananas than to eat processed foods and supplemental energy drinks.
Chiquita Brands International
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