Originale, naturalmente.

A new positioning for the most loved banana

How we made the global communication platform even more powerful in the Italian market.

Chiquita is the most beloved banana in the world and Italy is the first country for brand awareness. However, the brand historic positioning “Taste and quality” has lost its appeal on the younger generation. Our ambition: finding a way to reconnect with young people while also strengthening the brand’s leadership. We made it, by shaping a new positioning and a creative platform that truly highlights the brand unique character.

We launched a new positioning and a new tagline: “Originale, naturalmente”. Then we created an integrated campaign to bring originality to different targets in all possible ways, including a big multi-subject out of home campaign that set Chiquita’s new language. But this was just the beginning.

We kept showing the power of originality, one activation after another: during the pandemic, on social networks, we launched a video made-up of the contents shared by Italians on Chiquita’s Facebook page, in which they showed the most original things they did at home while in lockdown. And last but not least, we created a new award during the greatest eSport Championship, in live national streaming on Twitch: Most Original Player.