Chiquita, a US/Swiss company, which has its international headquarters in Etoy in the canton of Vaud, Switzerland, is the world's largest exporter of bananas and has more than 20,000 employees. Chiquita has been the archetypal brand for the banana industry as far back as 1899.
The food sector is now also increasingly moving towards the concept of sustainability. The Chiquita brand has made efforts to convey a sense of corporate social responsibility over the past few decades through a range of different initiatives. However, the firmly established image of the multinational that had developed over the course of the 20th century stood in the way of the company being perceived by consumers as sustainable.
Repositioning of the Chiquita brand was needed in order to bring together the branding of the world market leader with an image of an environmentally aware, socially responsible producer of a natural product.
Brand Affairs provided Chiquita with comprehensive support during the course of a complete redesign of its CSR strategy. We engaged and coordinated agency partners in five key European markets and successfully implemented the new strategy with the help of our established stakeholder relationships and consistent media activities across all channels.
