Promotion
Beginning with the introduction of Miss Chiquita, Chiquita has endeavored to develop innovative, entertaining, and effective methods of advertising and promotion. In fact, Chiquita was the first produce brand of any kind to advertise to consumers. The first Chiquita advertising took the form of 80-second cinema commercials that aired as animated shorts before movies in theaters.
Outside of advertising, Chiquita has developed high-impact retail promotions for its grocery partners. These promotions deliver millions of consumer impressions and generate great response. More important, these promotions deliver a significant sales increase for Chiquita retailers.
Other notable Chiquita programs have included sponsorship of the 1980 Winter Olympic Games in Lake Placid, New York; sponsorship of AYSO youth soccer in the early 1990s; sponsorship of the 2003–2004 men’s and women’s U.S. Soccer teams; participation in the American Heart Association’s Heart Check program; and participation in The Heart and Stroke Foundation of Canada’s Health Check program.
