category captain

Chiquita Named 2017 ‘Category Captain’ By Progressive Grocer

Corporate News
22 Dec 2017

Fort Lauderdale, FLA. December 13, 2017. Chiquita Brands International has been named Category Captain 2017 by leading industry publication Progressive Grocer. The award, which recognizes overall excellence in creativity, innovation and profitability within each class, was announced earlier this week. This proudly mark’s Chiquita’s eighteenth  year being recognized by the publication for this esteemed accolade.

“On behalf of Chiquita Brands International, we are truly humbled by this continued recognition from one of the leading authorities in the produce space, Progressive Grocer.” said Director of Sales North America, Jamie Postell. “As a brand, we strive to create growth within the category through not only our continuous commitment and delivery of unique actionable programs and insights, but ultimately our continued dedication to our consumers. This award speaks volumes to our goal as a company.”

The Progressive Grocer Category Captain list is an annual insight into brands that continue to drive their divisions forward. Winners are chosen based on delivery of measured results that have impacted the entire category sales at retail as well as a brands demonstration of innovation and leadership within the category, ultimately differentiating themselves from others within the space. In 2017, Chiquita Brands International strived to do just this through its unique and targeted initiatives. Outlined below are several of the brands stand-out case studies that factored into this year’s win.

Uncovering new growth with shoppers through secondary displays 

Chiquita has been leveraging findings from its total shopper research to expand its shopper-centric retail programs to drive both banana and complementary product sales across the store.  Through previously completed in-store tests, Chiquita has proven to retail partners that secondary displays offer an opportunity to build shoppers’ baskets.  In partnership with a key national retail partner, Chiquita relaunched secondary displays to reinvigorate banana category ales. Within the first four months of the display roll-out, the retailer experienced category volume growth while the rest of the market saw mixed performance, obtaining a mid-double digit banana volume growth advantage over the rest of the market.

‘Despicable Me 3’ Release Partnership

With a continued commitment to reaching consumers in unique and interesting ways to drive increased banana consumption, Chiquita once again partnered with Universal’s Despicable Me franchise for the much-anticipated launch of ‘Despicable Me 3’. Since Minions favorite food is bananas, this partnership has been a natural fit. The previous two Despicable Me promotions generated double digit volume growth advantage in conventional banana volume sales for retailer partners who executed it. In this year’s Despicable Me3 promotion, Chiquita introduced an innovative necktag which provided a sheet of stickers, allowing kids to decorate their bananas as Minion characters. Receiving national attention, the campaign itself garnered over ninety-one million media impressions. 

ZOOM Fitness Partnership

Driving home the message that bananas are not only fun, but incredibly healthy, Chiquita continued to support retail partners nationally by engaging in a partnership with Zoom Fitness to keep bananas’ nutritional value top of mind.  With statistics showing that 65 percent of its members go to the supermarket after working out, Chiquita selected 506 gyms across six U.S. markets that were within a 3-5-mile radius of Chiquita-supplied retailer stores. For a one month period launching June 2017, gym members were reminded of banana health benefits trough catchy taglines in both digital media and static advertisements. Included among the spontaneous taglines were the phrases “Do you even banana bro?” and “first pull-ups then peel downs”.

Southern Leading Retailer and Florida’s Professional Football Team Collaboration:

Chiquita partnered with the Florida’s Professional Football team and their official grocery retailer to keep the banana category relevant and top of mind for consumers. Making a connection for sports fans between the health benefits of bananas and professional athletes, Chiquita drove consumers’ emotional engagement by creating a memorable experience with bananas through the “Just Smile Cam,” located on the jumbo-tron in team’s stadium. The campaign allowed fans to “Show Your Smile” during  games and the initiative was inevitably ranked as an NFL best practice for in-game engagement for it impact with the audience, especially children.

This initiative was also complemented by an in-store promotion spanning a month-long period . For the in-store engagement, shoppers were asked to tweet a ‘selfie’ with Chiquita bananas at the retailers’ Miami division stores to enter a sweepstakes to win Miami’s Professional football team VIP game tickets or retailer store gift cards.  During the promotion, the retailers’ Miami division outpaced the rest of the market by 6.2 percentage points at a time where conventional banana sales nationally declined 5.2 percent.

This wonderful acknowledgement by Progressive Grocer further emphasizes Chiquita’s continued commitment to lead the industry.