Would you bet on AR? Bettina Stier Scamatchia - Chiquita

1. June,2019
Storytelling through
Chiquita Bananas
Always have a story to tell

2. 2
Did you know…
Source: FAO;BananaHHPenetration:GFKforSE,BL,DE,NL;NielsenforUSA;
TNSBananaHealthTrackersUSA,BE,CH,DE,FI,NL,SE
135
145
5%
of total population rely on
bananas as their staple food or
as a source of income
of bananas are actually exported<15%
85% Average Household Penetration
Cross-Country USA-EU
#1 unit item sold in supermarkets
around the World
#1 Bananas are a driver of produce’s
image and, therefore, the whole store
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countries that produce
million tones of bananas

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..and Chiquita Bananas are uniquely positioned to create value
PREFERENCE, #1 consumer preferred banana brand
bringing bananas to the world for over 150 years as a
joyful and family friendly brand
TRUST, Highest consumer
confidence in best taste perception
among leading banana brands
AWARENESS, 96% of consumers
around the world recognize Chiquita as
a banana brand
EXTENDABLE EQUITY, 77% of
consumers recognize Chiquita’s
Blue Sticker
PERFORMANCE
INDICATORS, +3 points more
in HH penetration and +1 more
trip per HH among leading
banana brands
Source:BananaBrandHealthTracker,TNS;SmartyPantsParent’sMostLoved
Brands;ShopperCardData,NationalRetailer
AFFINITY, Chiquita – Among top 15 most
loved brands by parents in the U.S.
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To be the most beloved fruit brand in the World
Source: Kantar TNS, US Campaign Measurement; Sprinklr
From:
«Increase Top of Mind (TOM) ad awareness and brand
health metrics amongst Millenials»
To:
«Get more people talking about and ultimately
buying Chiquita bananas»
CHIQUITA’s brand health track
2014 2017
LATAM
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5. 5
Break Chiquita out of the Produce aile and into Pop Culture
Source: OLV, Online Video Restricted
EMBRACE UBIQUITY
(Local Markets)
Leverage our unique brand voice
to deliver more banana surprises
throughout the day
EARN ATTENTION
(Social)
Build an audience through ongoing
engagement and social led
experiences
ENGAGE COMMUNITIES
(Micro-Communities)
Create shareable experiences
that drive deeper relationships
within relevant communities
AFFECT CULTURE
(National/Pop Culture)
Push Chiquita further into the
cultural spotlight by co-opting
moments or creating our own

6. 6
Reaching micro-target audiences
with highly contextual content gives you an unfair share of attention
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Translated from marketing speak:
Make something interesting for people
who are passionate and there’s the potential
that’s they’ll share it far and wide.

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We want to take advantage of the fact bananas are
everywhere to have fun everywhere
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We need things going on
throughout the year -
alwaysdoing something to keep
people interested and engaged.

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Chiquita Blue Sticker : leveraging technology
Chiquita was the 1st to put a label on bananas over 150 year ago. Today Chiquita iconic Blue Sticker is the guarantee of best in
class bananas for quality, service and sustainability. The Blue Sticker is our packaging and our 1st vehicle of communication.
•We want to have a consumer-driven, consistent and engaging year-round program of series of stickers that will bring quarterly
meaningful news to the brand on the shelves around the world
•We want to be perceived as leaders by pioneering in new technologies and solutions, bringing innovation close to tradition and
connecting the dots – from the physical sticker to the mobile app, etc
•We want to be relevant to Millennials, by leveraging technology - such as AR apps - and embracing our value of continuing to
bravely go where other banana or fruit brands wouldn’t dare going
•We want to create virtual experiences that vary from fun, to shareable content, to education
•We want to create a cost effective and efficient virtual packaging out of each sticker, that will allow us to communicate
differently and directly with our Shoppers and Consumers
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Hat Sticker, engaging & aughmented reality
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Whether shoppers agree or disagree that food manufacturers and retailers can be trusted for each of the following…
Challenge, consumers willing to understand more about product
Source, IGD Shopper Vista
To provide accurate product
information e.g. country of origin
To support local suppliers and
farmers
To support local communities
To limit their impact on the
environment
disagree agree
11%
22%
19%
29%
67%
43%
39%
34%
Vs 62% Jan’17
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Shazam Stickers, around 30 million impressions, avg 30% sales uplift
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In 2018, Chiquita’s Blue Sticker partnered with Shazam to instantly share with shoppers the banana journey
through four Augmented Reality (AR) videos to learn about the farms, quality, environment, people and
community involvement
Pioneering with AR to bring the banana journey
closer to shoppers
93% of consumers want to
know what companies are doing
to make the world a better place
Source: Cone/EchoGlobalCRStudy;MSLGROUPTheFutureofBusinessCitizenship Restricted
The campaign captured the target
audience, millennials, who made up
over 44% users globally
Was successful worldwide.
16% of users Shazamed
more than one banana to
learn more about Chiquita

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Challenge, bringing a burst of fun on everyone's life
RestrictedSource: American Psychological Association and Google Consumer Surveys
Do you think the world needs more
reasons to smile?
No
Yes
45%
39%
25% 25%
Millennials Gen Xers Boomers Matures
Younger Generations increasingly stressed
89.9%
10.1%
36%
30%
24%
19%

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Bringing new sticker moments with innovative shopper interaction
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Dynamics: Invite Snapchat users to have fun with Chiquita
Banana inspired filters
Objective: Bring groundbreaking shopper engagement with
Chiquita Bananas, building buzz around the banana table
across our retail partners
Media Plan: Engage with consumers across Chiquita’s digital
and social media channels, SoMe influencers, PR
communication

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Snapchat
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Creating memories
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“The dominant way that advertising works is by
refreshing and building memory structures. These
structures improve the chance of a brand being
recalled or noticed in buying situations. This in
turn increases the chance fo brand being bought.”
- Byron Sharp, How Brands Grow, 2010
“The stories that move and
captive people are those that are
true to the teller, the audience,
the moment and the mission.”
- Peter Guber, Harvard Business Review, 2007

18. www.chiquita.com