Hill+Knowlton Strategies helped position Chiquita as more than just a banana producer but rather as a fruit expert offering healthy, convenient solutions that encourage people to eat more fruit. Hill+Knowlton Strategies developed a brochure for Belgian health care professionals as well as a phased media strategy, including the re-launch of the existing smoothies range, banana displays and the Fruitbars in Belgium. As a result, Chiquita positioned itself as a reliable partner for health care professionals and raised awareness of Chiquita, its mission and its large range of products in the media.
In the context of the launch of the Chiquita MOOV online platform, with Kim Clijsters as super mum and ambassador, Hill+Knowlton Strategies helped the company to further profile itself as a family- and child-friendly brand. The focus of the campaign was entirely on Chiquita’s concerns about the increasing passivity in families/kids when it comes to “moving”.
