chiquita bananas: a bunch of healthy choices

A BUNCH OF HEALTHY CHOICES An integrated online marketing campaign

A BUNCH OFHEALTHY CHOICESAn integrated onlinemarketing campaign

PRESENTED BY ELIZABETH LAUREN ZAVALA


ABOUT CHIQUITA

• Founded in 1944• Bananas are world’s best-selling fruit• Chiquita was the first branded banana and the first to

be marketed in the U.S.• An interesting company, as advertising focuses on

product awareness instead of brand awareness• Campaign goal: to spread

the word about howbananas fit into healthylifestyles while remainingrelatable and contemporary QuickTimeª and a

TIFF (Uncompressed) decompressorare needed to see this picture.


THEME

• According to chiquitabananas.com, bananas are “naturally sweet and creamy, low in calories, high in fiber, fat free and full of satisfying, appetite-curbing flavor.”

• “A bunch of healthy choices.”• A comprehensive online marketing campaign that

focuses on the naturally healthy benefits of bananas.• Campaign will target Web-savvy, family decision

makers like mothers and young adults


FACEBOOK

• Chiquita already has a fan page with 16,336 fans• But needs more interactivity and involvement with

fans– Fan-submitted recipe contests– A photo album “recipe book”– “Bananas in the News” section with links to recent articles regarding

the health benefits of bananas and fruit in general (like the March 2010 article Bananas Could Be Key in Treating HIV)

• Utilize keyword targeting Facebook ads to reach health-conscious individuals (i.e., “working out,” “P90x,” “fruit,” “going to the gym,” etc.)– Could direct to Facebook page or blog.

http://www.montrealgazette.com/health/Bananas+could+treating/2716810/story.html


PUBLIC RELATIONS

• Utilize Facebook to create a good-humored national event like “Give a Stranger a Banana Day”

• Partner with a fitness brand to create Chiquita branded free weights or athletic wear.– A percent of proceeds could go towards athletic/health

programs in low-income schools– Could promote with Facebook Ads (see previous slide) and

by sending electronic press kits through the thousands of diet/health blogs in the blogosphere


SEO & KEYWORDS

• Focus on selecting keywords relevant to the campaign for use in search engine advertisements

• Keywords will extend past "banana" and "fruit" to "healthy food choices,” “weight loss foods,” and “diet menu”

• Ad Planner shows that 84% of visitorsto chiquitabananas.com are female, soshape keywords likewise “i.e., diet foodsfor women.” QuickTimeª and a



BLOG

• The center of the A Bunch of Healthy Choices campaign

• Named after the campaign itself, the blog will be updated weekly with healthy photo recipes, facts, etc.--all that relate to bananas– Big emphasis on great food photography and recipes that

anyone can make– The copywriter will make or break the blog

• Participate in active blog promotion like using rolls, end-of-the-week wrap ups and blogger outreach

• Tie into Facebook by trying and publishing Facebook recipe contest winners


BLOG - CONT.

• Examples of other popular food photography blogs– www.foodgawker.com– www.rasamalaysia.com

http://www.foodgawker.com/

http://www.rasamalaysia.com/


METRICS/COMMERCE

• Measure success by CPM for keyword effectiveness and bi-weekly percentage increases in Facebook fans and blog followers/traffic

• With the Healthy Choices blog as the apex of this campaign, allocate budget accordingly for excellent SEO and stunning Web design/photography

• Seasonal peak? YES!– Google Insights reveals huge spikes in health-related keywords

from the end of December to mid-January

– Buy keywords during peak seasonsto maximize audience reception


CONCLUSION

• A Bunch of Healthy Choices will consist of the following components– An interactive Facebook fan page– Health-related PR programs– SEO keywords relating

to an active lifestyle– A photo-intense, healthy

recipe blog dedicated tobananas

• Questions?QuickTimeª and a


chiquita bananas: a bunch of healthy choices

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