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Assignment:

Final Portfolio: Creative Brief

Writer:

Justin Brannon

Client:

Chiquita Banana

Date:

12/4/10

Page 1 of 7

Client Name: Chiquita Brands International Product Name: Chiquita Bananas Project Background: Chiquita Bananas have recently seen a drop in consumer demand. Market research shows that the drop in sales is due largely in part to competition from processed foods and energy snacks that are luring health conscious and active adults away from Chiquita with the promise of their convenient, high energy and healthful snacks. Advertising Strategy Statement: Advertising will inform consumers who eat processed foods and energy snacks in supplement for bananas that Chiquita Bananas are the best choice for an active and healthy lifestyle. Support will be Chiquita Bananas are one of the most nutrient foods found from nature, with a good source of potassium, vitamin B6, vitamin C and fiber. Tone will be fresh, energetic, informative, fun. Campaign Theme: Chiquita. The healthy banana with a taste of the tropics. Chiquita bananas are better than processed foods and energy snacks because they are a good source of potassium, vitamin B6, vitamin C and fiber. Chiquita is committed to delivering the highest quality bananas and is America’s favorite banana brand. Problem Advertising Must Solve: Advertising must solve the issue of banana consumers choosing processed foods and energy snacks over Chiquita bananas. Advertising must also address the ease and benefits of eating Chiquita bananas versus processed foods and energy snacks. User Value Proposition/Benefits

Established in 1899, Chiquita helped create the banana category in North America, becoming the country’s most popular fruit. With its industry setting techniques for shipping, packaging and ripening, Chiquita is committed to delivering the highest quality bananas for its consumers.

Key Fact

It is easier, healthier and cheaper to eat Chiquita bananas than to eat processed foods and supplemental energy drinks.

Chiquita Brands International

Page 1

3/7/11


Assignment:

Final Portfolio: Creative Brief

Writer:

Justin Brannon

Client:

Chiquita Banana

Date:

12/4/10

Page 2 of 7

Audience Caucasian married men and women, ages 25-54 whom have a graduated college plus education. Professional and related occupation with an HHI of $75,000 - $149,999 in the southern and western regions. Home is valued at $200,000 - $499,999. Visits LinkedIn, Amazon, ZDNet, WSJ, Flickr, CNN, About and PBS. Listens to radio Monday-Friday from 3pm-7pm and weekends from 10am-3pm Watches television Monday-Friday from 4pm – 7:30pm and weekends during sports. Watches CNN, Discovery, ESPN, A&E, Food Network, Fox News, History, MSNBC, TBS, Weather. Reads Better Homes and Gardens, National Geographic, Wine Spectacular, Wired, Yoga Journal, Sunset, Sierra, United Hemispheres, Spin, Real Simple, The New Yorker, Mac World, The Atlantic, Architectural Digest, Barron’s, Conde Nast Traveler, InStyle. Mandatory Items/Limitations In any picture used for advertising purposes, the Chiquita sticker must be on the most visual banana in the bunch or on a banana if there is only one banana. The Chiquita jingle must be used in any radio or TV ad spot. Approvals Ken Graham

Chiquita Brands International

Page 2

3/7/11


Assignment:

Final Portfolio: Print Ad

Writer:

Justin Brannon

Client:

Chiquita Banana

Date:

12/4/10

Page 3 of 7

Full Page Magazine “Health A’Peel” VISUAL:

Man with Chiquita banana in hand waking up co-worker in cubicle who has an energy drink sitting on his desk.

HEADLINE: All-Natural Energy and Health A’Peel SUBHEAD: Need something to jumpstart your afternoon? Try Chiquita bananas. A balance of potassium, complex carbohydrates, and dietary fiber, which makes them a great source for healthy energy boost minus COPY: the crash. This means you can chomp on a Chiquita when you need a quick pick-me-up and watch Bob slobber on his desk. So stay alert and energized throughout the day with the nutritious and all-natural tropical snack.

THEME:

Chiquita. The healthy banana with a taste of the tropics.

MANDATORIES: Located in your local supermarket’s produce section.

Chiquita Brands International

Page 3

3/7/11


Assignment:

Final Portfolio: Sales Promo

Writer:

Justin Brannon

Client:

Chiquita Banana

Date:

12/4/10

Page 4 of 7

Full Page FSI “Peel and Feel” VISUAL: Young couple running in the tropics HEADLINE: Peel and Feel the Savings! SUBHEAD: If any, goes here Whether you’re an athlete, working professional, student, or just want a healthy snack to get you through the day, Chiquita bananas COPY: are a nutritious and all-natural performance enhancer. Peel your $2.00 off coupon today!

THEME:

MANDATORIES:

Chiquita. The healthy banana with a taste of the tropics.

Limit 2 per purchase. Located in your local supermarket’s produce section.

Chiquita Brands International

Page 4

3/7/11


Assignment:

Final Portfolio: Radio

Writer:

Justin Brannon

Client:

Chiquita Banana

Date:

12/4/10

Page 5 of 7

Radio :30 “Holiday Health” SPEAKER

AUDIO

LEAD VOCAL FEMALE

Chiquita banana here, helping you get through the holiday season without extra stuffing, both on you and the turkey!

MUSIC

MUSIC UNDER: Chiquita Theme

LEAD VOCAL FEMALE

Tired of packing turkey and stuffing for lunch? Grab a quick nutritious banana packed with nutrients needed to get you through the day with no drag!

BACK-UP VOCALS

Zippity duh dah!

LEAD VOCAL FEMALE

Watching your salt intake? Bananas have zero grams of sodium too!

BACK-UP VOCALS

No salt!

LEAD VOCAL FEMALE

Stressed because of Aunt Shirley’s nagging? Grab a banana, containing vitamin B6, it may have a positive effect on your mood!

BACK-UP VOCALS

No nag!

LEAD VOCAL FEMALE

So before you head home and enjoy that holiday eggnog, stop by your local supermarket’s produce section and grab some Chiquita Bananas. The healthy banana with a taste of the tropics.

MUSIC

MUSIC UP: Chiquita Theme

Chiquita Brands International

Page 5

3/7/11


Assignment:

Final Portfolio: TV

Writer:

Justin Brannon

Client:

Chiquita Banana

Date:

12/4/10

Page 6 of 7

Radio :60 “Holiday Health”

SPEAKER

AUDIO

LEAD VOCAL FEMALE

Chiquita banana here, helping you get through the holiday season without extra stuffing, both on you and the turkey!

MUSIC

MUSIC UNDER: Chiquita Theme

LEAD VOCAL FEMALE

Tired of packing turkey and stuffing for lunch? Grab a quick nutritious banana packed with nutrients needed to get you through the day with no drag!

BACK-UP VOCALS

Zippity duh dah!

LEAD VOCAL FEMALE

Watching your salt intake? Bananas have zero grams of sodium too!

BACK-UP VOCALS

No salt!

LEAD VOCAL FEMALE

Stressed because of Aunt Shirley’s nagging? Grab a banana, containing vitamin B6, it may have a positive effect on your mood!

BACK-UP VOCALS

No nag!

LEAD VOCAL FEMALE

And unlike that energy drink or canned fruit you thought was good for you, bananas provides potassium, complex carbohydrates, and dietary fiber, which acts as a natural energy booster to the body, keeping you awake and alert!

BACK-UP VOCALS

Awake and alert!

LEAD VOCAL FEMALE

Now, holiday food is not high on the health factor. Luckily you have a fruit that doesn’t contain any saturated fat, trans fat or cholesterol, making bananas a great choice for low-fat diets!

Chiquita Brands International

Page 6

3/7/11


Assignment:

Final Portfolio: TV

Writer:

Justin Brannon

Client:

Chiquita Banana

Date:

12/4/10

SPEAKER

Page 7 of 7

AUDIO

BACK-UP VOCALS

Lose the present under your belly!

LEAD VOCAL FEMALE

So before you head home and enjoy that holiday eggnog, stop by your local supermarket’s produce section and grab some Chiquita Bananas. The healthy banana with a taste of the tropics.

MUSIC

MUSIC UP: Chiquita Theme

Chiquita Brands International

Page 7

3/7/11


Chiquitas Bananas Copywriting Portfolio