Chiquita launches "Yellow and Blue makes Green" campaign in the Netherlands
Banana producer Chiquita is launching a national campaign to bring its sustainability policy to the attention. The multimedia campaign shows consumers what initiatives the multinational has taken in recent years to make it more sustainable.
Managing Director Franklin Ginus of Chiquita Nederland explains why the banana producer is committed to sustainability: "Research that we carry out every year shows that Chiquita still has an unprecedented high profile in the Netherlands at 97%, and we see that consumers recognize us as a qualitative, reliable and funny brand. Although we have been active for more than 25 years to make banana production more sustainable, for example through water conservation and the reduction of pesticide use, we should communicate this more clearly to the consumer. Our intention is to leverage the "Behind The Blue Sticker" program for sustainability and social responsibility in order to bring our commitments to the attention of the consumer. "
Leon Steijn, Managing Director of Communication and PR agency Cohn & Wolfe, who developed the campaign together with brand activation agency 230V: "In the development of the campaign we have put the two famous colors of the legendary brand at the center: yellow as a derivative of the well-known Chiquita banana and blue, which symbolizes Chiquita's well-known quality label, which brings together the colors of green. In this simple way yellow and blue makes green, which reflects the fact that sustainability is inherent in the Chiquita brand. That is exactly what we were striving for when we started developing the campaign. "
The media strategy and media planning was provided by marketing and media agency Mediaxplain, the Benelux hub of the international Local Planet network. The campaign has opted for an approach consisting of digital media, social media and out of home. The campaign will be visible on digital screens in and around shopping centers and in bus stops. In addition, both display advertising and native advertising are used. In addition, a Facebook campaign is being launched in which the brand with clay animations brings the sustainability initiatives to the attention in its well-known airy way. The campaign starts on 26 March and runs until the end of April and can be followed throughout the year on the brand's own channels.