Progressive Grocer

SEP 2016

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136 | Progressive Grocer | Ahead of What's Next | September 2016 Calling All Meal Occasions While the trend of branded fruits and vegetables contin- ues to change the landscape of the produce depart- ment, Chiquita is a name that has been associated with its iconic blue logo and Miss Chiquita character for 100 years. Chiquita's new brand position- ing, Playful by Nature, includes the company's Just Smile tagline, which first launched in 2015. Through a 360-degree communication approach, the Just Smile campaign seeks to connect consumers with bananas in a fun way through social media and outdoor placements of static and digital billboards in seven U.S. cities. The campaign, which garnered 301 million impressions, earned a Webby Award Honoree distinction for doubling industry engagement benchmarks in North America. Cur- rently, Chiquita is increasing investments by advertising the campaign in 14 metro areas across the country. Additionally, Chiquita invests in research to under- stand shopper behavior and how the company and its re- tail partners should manage decisions around bananas, produce and across the store to drive performance. "Through Chiquita's secondary-display pro- gram, retail partners have the opportunity to build the shopper basket by driving impulse purchases focused on consumer trends in convenience and meal-oriented solutions," says a representative of the Charlotte, N.C.-based compa- ny. Chiquita offers end caps and secondary displays focused on cereal, dairy or checkout locations to meet consumer priorities regarding break- fast, snacking and healthy eating. The rep adds: "Chiquita's best in-class retail merchan- dising program allows retail partners access to a team of experts with solutions on retail best practices to ensure bananas have the right quality and the right color on shelf every day as a powerful catalyst to fuel banana sales." Produce Fresh Food Wholesum Harvest is proud to announce its new partnership with Vitalis Organic Seeds—ensuring our produce is certifed organic from seed to table. If you want organic food, you start with organic seeds. Vitalis Born, Wholesum Raised. PMA Fresh Summit Booth #2917 o l e s u m H a r v e s t i s p r o u d t o a n n o u n c e i t s n e w h i p w i t h V i t a l i s O r g a n i c S e e d s — e n s u r i e r t i f e d o r g a n i c f r o m s e e d n ,

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