Chiquita Brands International, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Chiquita Brands International, headquartered in Fort Lauderdale, FL, distributes fresh produce and healthy snacks. Chiquita Brands International and Fresh Express are a subsidiary of Cutrale-Safra Group.
|Main Telephone||(954) 453-1200|
|Main Fax||(954) 462-7262|
Chiquita Brands International, Inc. ContactsContacts (2)
|Maureen M.||Director, Brand Marketing & Category Management||FL|
Sample of Associated Brands
|Hugh D.||Director, Marketing||FL|
|Ferraro's Earth Juice||*|
|Chiquita Brands International, Inc.||*****|
Who is the Director, Brand Marketing & Category Management of Chiquita Brands International, Inc.?
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Momvertising Opps Rumor: Chiquita moves media planning, buying?
Subject: Digital, online, print, outdoor, sponsorship
Opportunity: Recently moved US media planning and buying to reportedly recently picking up global digital duties, including strategy for web, content and social media.
Chiquita has been inactive with paid media the last year, but overseas it has been building on the "Just Smile" consumer focused brand repositioning that initially launched in Europe last year.
So, with that rebranding now stateside and summer already underway, focus your pitch more on back-to-school and Q4 awareness and direct response (DR) dollars. Q2-Q3 is historically Chiquita's top display period, but substantial ad activity occurs during Q4 too, per Moat. Therefore, start laying the groundwork for new digital campaign dollars to come at the end of the year and in 2017.
Incumbent: Generator handled Chiquita's US media planning and buying since 2009, according to The List.
Media Spend: Chiquita has spent about $1 million annually on US measured media since 2013, according to Kantar Media. Last year, display made up about half of its budget. The remainder skewed towards B2B magazines and outdoor ads.
Digital Breakdown: During the past year, 41 standard, 26 high impact and two video ads have appeared on about 350 publishers (7% mobile). Banners were placed mostly site direct but video was done programmatically, according to Moat.
Desktop has mostly targeted female focused entertainment publishers like fandango.com, hollywood.com, ew.com, marthastewart.com, bhg.com and parents.com.
Video, which only ran earlier this month, primarily focused on hobby/interest, tech, news and entertainment publishers. Top targeted sites include youtube.com, diply.com, uxpress.com, carbuzz.com and yourdailydish.com.
3403 McIntosh Road
Fort Lauderdale, FL 33316
Executive Vice President & General Manager
Director, Global Marketing (Based in Geneva)