Assignment: Final Portfolio: Creative Brief Writer: Chelsea McGuire

Client: Chiquita Banana Date: 4/30/10 Page 1 of 7

Client Name: Chiquita Brands International

Product Name: Chiquita Bananas

Project Background:

We are advertising Chiquita as youthful. We want younger generations to begin to recognizing the
Chiquita Brand.

Advertising Strategy Statement:

Advertising will persuade young adults ages 16 to 25 that by eating Chiquita products you will look
healthier and more attractive.
Support will be that bananas are a good source of four important dietary nutrients.
Tone will be youthful and high energy.

Campaign Theme:

The campaign theme will focus on Miss Chiquita as a pop star and how she got to be where she is
today.
The tagline for the campaign is “Choose Chiquita”

Problem Advertising Must Solve:

The key consumer problem that must be addressed is sustaining a healthy lifestyle.

User Value Proposition/Benefits

Primary consumer benefits are healthy food, great taste and quality.
Secondary consumer benefits are sex appeal and energy

Key Fact

What is the ONE thing we want to consumer to get from our ad? Chiquita helps to sustain a healthy
lifestyle.

Audience

Primary consumer demographics are young men and women ages 16 to 25 who want to have sex
appeal.
Secondary markets include are men and women ages 30-50 how want to maintain a healthy
lifestyle.

Mandatory Items/Limitations

All advertising must include brand label, website and Rainforest Alliance label
Limitations (if any) of the campaign are none.

Approvals

Ken Graham

Chiquita Brands International Page 1 2/27/2011

Assignment: Final Portfolio: Print Ad Writer: Chelsea McGuire
Client: Chiquita Banana Date: 4/30/10 Page 2 of 7

Full Page Magazine

“Covergirl”

The ad will look like a magazine cover (like Seventeen or Cosmo)

that is featuring Miss Chiquita. She will be a tropical women, but her
VISUAL: look will be updated and sexy. There will be a mock title for the
magazine “Fruitilious” and the headline and body will look like article
titles beside her picture.

HEADLINE: “She chose Chiquita”

Miss. Chiquita shares her secrets to success as a sexy Banana Diva.

On the sides of the page it will have different statements:
5 ways to be banana beautiful.
The new pink is yellow.
COPY:
How to get the best deal on banana hats.
How to get a banana smile.
8 tropical date ideas.

THEME: “Choose Chiquita”

MANDATORIES: COMPANY LOGO, website, Rainforest Alliance Logo

Chiquita Brands International Page 2 2/27/2011

Assignment: Final Portfolio: Sales Promo Writer: Chelsea McGuire
Client: Chiquita Banana Date: 4/30/10 Page 3 of 7

Full Page FSI

“Hats off”

VISUAL: A picture of Miss Chiquita’s bowl hat on a hat rack.

HEADLINE: Hats off!

Even on a lazy Sunday, when the work attire is put away, it’s still
COPY:
time to choose Chiquita.
Coupon that says: Start choosing today. $1.00 off next purchase of
PROMOTION: Chiquita bananas.

THEME: Choose Chiquita

MANDATORIES: COMPANY LOGO, website, Rainforest Alliance Logo

Chiquita Brands International Page 3 2/27/2011

Assignment: Final Portfolio: Radio Writer: ChelseaMcGuire
Client: Chiquita Banana Date: 4/30/10 Page 4 of 7

Radio :30
“Something to say Interview”

SPEAKER AUDIO
Anncr Fruitilicous Diva Miss. Chiquita is with me today. Say hi to our
audience Chiq!

Miss. Chiquita Hola!

Anncr So, Miss. Chiquita, you have been a favorite to many generations and
you’re still going strong. How do you keep up your appearance and
stay so energetic?

Miss Chiquita I choose Chiquita!

Anncr What’s so great about them?

Miss Chiquita Chiquita Banana’s have four important nutrients and Chiquita knows
exactly how to keep banana’s rip while maintaining freshness and
great taste.

Anncr Sounds like you have a lot to say about Chiquita Banana.

Miss Chiquita Banana’s have to ripen in a certain way!

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Assignment: Final Portfolio: Radio Writer: ChelseaMcGuire
Client: Chiquita Banana Date: 4/30/10 Page 5 of 7

SPEAKER AUDIO

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Assignment: Final Portfolio: TV Writer: Chelsea McGuire
Client: Chiquita Banana Date: 4/30/10 Page7

Television :30
“Backstage with Miss. Chiquita”

VIDEO AUDIO
HUGE CONCERT HALL SFX: Screaming Crowd

EST. LS STAGE THAT IS BRIGHT WITH SFX: Loud Latin pop/rock music (think Shikira)
COLOFUL LIGHTS

LS ON STAGE AS MISS CHIQUITA POPS OUT
OF A TRAP DOOR ON STAGE. MISS
CHIQUITA WILL BE A CARTOON, BUT WILL
BE UPDATED TO LOOK LIKE A SEXY LATIN
POPSTAR WITH A MID DRIFT. SHE WILL
BEGIN TO DANCE.
Miss Chiquita: I'm Chiquita banana and I've
come to say - Bananas have to ripen in a
certain way.
The jingle will be updated to modern pop.

CUT TO MCU ON A NEWS ANCHOR SFX: Latin Music and crowd screaming
BACKSTAGE Anchor: We are here behind the scenes at Miss.
Chiquita’s world tour.

MS AS MISS. CHIQUITA WALKS OFF STAGE SFX: Latin Music and crowd Screaming
IN THE DIRECTING OF THE ANCHOR,

MCU MISS. CHIQUITA STANDS NEXT THE SFX: Latin Music and crowd screaming
NEWS ANCHOR. Anchor: Miss. Chiquita, what is the secret to
your success?
Miss. Chiquita: I choose Chiquita!

CUT TO CU MISS. CHIQUITA WINKS SFX: Latin Music and crowd screaming

MS MISS CHIQUITA WALKS AWAY SFX: Latin Music and crowd screaming

CUT TO MS ON ANCHOR SFX: Latin Music and crowd screaming

Anchor: Chiquita Banana’s have important
dietary nutrients and a great, ripe taste, its no
wonder this sexy pop diva loves them!

SUPER: CHIQUITA LOGO SFX UP: Crowd Screaming

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Assignment: Final Portfolio: TV Writer: Chelsea McGuire
Client: Chiquita Banana Date: 4/30/10 Page7

Chiquita Brands International Page 7 2/27/2011