In the global banana market, Chiquita is undoubtedly a shining star. As the world's leader banana brand, Geungida has successfully shaped its brand image, blending quality and sustainability. Jinjida is one of the most trusted and chosen brands in people's minds. So, what makes Gingida stand out from its competitors and become the leader in the industry? Let's find out.
Jingida (Chiquita)
1. Overview of the development of the Chiquita brand
Chiquita is a world-renowned banana brand founded in 1870 and headquartered in Florida, USA. As a leader in the global banana market, Jinjida is known for its quality fruits and sustainable business philosophy. For more than 100 years, we have been committed to bringing high-quality, fresh fruit and vegetable experiences to the world. So far, it has provided fresh, healthy and delicious fruit and vegetable products to consumers in more than 60 countries. And brought their high-quality bananas to the world.
The development of Chiquita's brand has gone through the following three stages:
Founding and early development (late 19th and early 20th centuries): The company is committed to establishing a global banana trading network and expanding its plantation base in the Caribbean. The salient features of this period were the company's development of the global market and the focus on the cultivation business.
Global expansion and brand establishment (mid-20th century to 70s): Gingidah expanded globally and became the dominant force in the world banana market. At this stage, Gingida successfully established itself as a top banana brand through aggressive marketing campaigns and innovative branding strategies, such as the introduction of the mascot "Chiquita Banana".
Sustainability and Social Responsibility (80s to present): In the 80s, Jingida began to pay attention to the importance of sustainability and social responsibility. The company works to improve farmers' livelihoods, invest in education and medical facilities in local communities, and take environmental protection measures to reduce carbon footprint and promote sustainable banana production. The distinctive feature of this phase is that Jingidah integrates sustainability into its brand identity and actively gives back to society.
Through these different stages of development, Jinjida has established a leading global banana brand image, and its pragmatic business strategy, high-quality products and commitment to social and environmental responsibility have made it one of the preferred brands for consumers.
Next, we will take a look at what Gingi has done to make his brand so successful.
Second, how is the brand image of Jinjida (Chiquita) successfully shaped?
The Jinjida Chiquita brand is a household name in the United States. The key factors for the successful shaping of its brand image are inseparable from the following aspects:
1. Introduce a distinctive brand identity and unique mascot image to shorten the distance with consumers.
Jinjida uses the blue and yellow trademarks, which are bright and eye-catching, forming a unique brand identity. The color choice and design of this logo is unique in the market, making Jingida create a strong impression in the minds of consumers.
The image of the mascot "Chiquita Banana" in Kinda is widely known. The successful shaping of the brand image has made Jinjida one of the most reliable and reliable banana brands in the minds of consumers. Miss Chiquita was born in 1944 as an anthropomorphic banana, one of the first branded bananas in the world. In the early days, Miss Chiquita was an animated image of a banana, telling consumers about the great nutritional value of bananas and how to ripen them. In the United States, Miss Chiquita is a big star, appearing on popular radio shows, movies, and commercials. At the same time, Miss Chiquita also has live-action and many personalized dressed versions, and the image of "First Lady of Fruit" is deeply rooted in people's hearts.
In 1963, portraits of Miss Chiquita began appearing on product labels in Jingidah. In 1987, Miss Chiquita's image evolved from an anthropomorphic banana to a real lady. The latest person to be selected to be named Miss Chiquita's "Fruit Ambassador" is Jennifer Canales from Los Angeles. Jennifer Canales is popular with the public and enjoys singing the famous "Song of Gingidah" while also delivering a message of nutrition and a healthy lifestyle for adults and children alike. Miss Chiquita is a well-deserved "First Lady of Fruit"!
First Lady of Fruit
2. Clarify market positioning and enhance brand image through advertising campaigns
Jinjida has adopted a strategy of clear positioning in the market, positioning itself as a high-quality, healthy and delicious banana brand. They highlighted the nutritional value, deliciousness and diverse uses of Jinjida bananas through advertising campaigns, and enhanced the brand image value through advertising planning.
Chiquita re-lights up London's streets with brightly branded banana buses. Jinjida has been running London bus campaigns for many years to encourage the re-emergence of enthusiasm and vitality to boost the morale of locals planning a holiday in London. Gingidah's signature colour, yellow, not only evokes optimism and vision, highlighting the fun side of healthy eating and the exceptional taste and quality of Gingidah bananas.
Jinjida bus advertisement
Jinjida bus advertisement
Chiquita raises awareness about breast cancer with its fifth annual pink sticker series. In honor of Breast Cancer Awareness Month in October, Chiquita has once again given its iconic blue sticker a pink makeover to match the pink ribbon, the international symbol of breast cancer advocacy. Chiquita has partnered with the American Cancer Society (ACS) for many years to put limited edition pink stickers on its 200 million delicious yellow bananas worldwide. Recognizing that the brand's blue stickers provide a platform for Miss Chiquita, Chiquita's female ambassador, this pink ribbon-inspired sticker collection is designed to send a strong message of support to breast cancer patients. For the first time ever, female breast cancer surpassed lung cancer as the most commonly diagnosed cancer worldwide. (Global Cancer Statistics 2020). Chiquita's collection of pink stickers allowed the brand to show its support during Breast Cancer Awareness Month by helping educate consumers about the importance of regular breast cancer screenings.
Chiquita launches a new "Perfect by Nature" campaign on the streets of Greece. The "Perfection from Nature" campaign aims to highlight the natural perfection of Jinjeda bananas and encourage people to be proud of themselves. This visually vibrant event will be showcased on buses, billboards and bus stops in Athens and Thessaloniki. The phrase "born perfect" captures the essence of the Greek people. Greeks are naturally proud of their culture, history, and identity. Leveraging Chiquita's fun, playful side and banana's innate perfection, the campaign promotes the idea of embracing the raw, authentic self.
Chiquita has partnered with Nutella to give fans new ways to enjoy the world's most popular hazelnut sauce and the world's most delicious yellow Chiquita ® banana. Chiquita partnered with two iconic Nutella brands to innovate formulations and unite the fan base of both brands. It turned out that their blog and recipe site have a growing demand for recipes containing Chiquita bananas and Nutella®, so they have also formed a long-lasting partnership!
3. Navigate consumers through category excellence!
Strategic thought leadership and consumer insights within the category enable Geunda to continually look for successful, fresh and innovative ways to drive category sales.
Use brand labels to categorize and let customers make choices. In offline stores and retail stores, all Chiquita bananas are labelled with a brand label that allows consumers to choose the category they want to buy.
For example, labeled with the baby brand label, they are Chiquita common bananas, a naturally smaller, sweeter variety. Their skin is thinner than the familiar Cavendish variety, so it is sometimes easier to peel from the bottom. Chiquita Babies contain no fat, cholesterol, or sodium, and taste just like our regular bananas – just a little sweeter.
Chiquita baby brand label
Labeled with baby brand label
For example, organic brands labeled, like traditional organic food, promote a sustainable and healthy lifestyle. Organic bananas are produced in accordance with USDA-approved certifications, ensuring that all production and packaging processes comply with the rules and requirements of organic standards that products must meet in order to be officially labeled 100% organic.
Chiquita is labeled with an organic brand label
Develop powerful digital tools, such as their own e-commerce website. Chiquita is a leader in the digital space, providing a powerful digital services platform for partners. Each offline entity can easily manage its own finances and product invoicing and inventory management through the digital platform. Consumers can also make purchases through online platforms, which is convenient and fast.
Chiquita has also won the coveted title for twenty-two consecutive years! Leading grocery publication Progressive Grocer named Chiquita Category Captain for 22 consecutive years (2021), a testament to the brand's commitment to providing its loyal fans with the highest quality bananas. The Category Captain Award recognizes overall excellence in innovative, revenue-generating category management that helps retailers increase sales and profits while meeting shopper demand.
4. Behind the blue sticker is the brand's 150 years of efforts to adhere to sustainable development~
Sustained low-carbon action. With the rise of the international fruit industry, consumers are paying more and more attention to the source of fruit, especially the concept of environmental awareness, which is also more and more valued by consumers. Recently, according to the news released by the US multinational banana giant Chiquita (Chiquita), the company's cold chain facility in California, USA, will install the world's largest solar roof tracking system, continuing to consolidate the group's position as one of the leading fruit and vegetable companies with strong environmental awareness in the world. Compared with conventional solar systems, this system increases the yield of power energy by up to 30% and reduces costs by about 20%.
Jinjita launched the "30BY30" carbon reduction plan - leading the fight against climate change. Chiquita has announced the launch of a major plan to reduce carbon emissions from its operations by 30% by the end of 2030. Therefore, it is called "30BY30". The report has been submitted to SBTi (Science-Based Targets Initiative). SBTi will be responsible for measuring and reporting on our progress. Chiquita is proud that Chiquita is the first global fruit company to have its goals and progress independently checked and verified by SBTi.
Kinkita maintains continuity in its mission of sustainable agriculture. As the world continues to suffer the effects of climate change, Chiquita reaffirms its commitment to reducing its carbon footprint through sustainable agricultural practices. The brand implements various farm rejuvenation and regeneration practices through its Farmer Code. Currently, 59% of Chiquita farms have been renovated, increasing production and reducing waste. By rearranging the drainage system and leveling the farm's uneven surfaces, the company increased productivity by 20% while reducing CaCO3 per hectare by 80%. Chiquita also implemented the use of "cover crops" that helped reduce soil erosion and helped the brand reduce herbicide use by 36%. In all rejuvenated areas, Chiquita is proud to report that it has reduced plant material waste by more than two-thirds compared to unrevitalized farms. This revival process has been a top priority for Chiquita since 2015.
Third, brand case enlightenment
By summarizing the successful brand image shaping cases of Jinjida, we have two important insights:
1. Creating a unique brand image is one of the key elements for a brand to stand out: Gingida has created an iconic image that is closely connected to the brand in the minds of consumers by creating a unique and popular mascot image, namely "Chiquita Banana". The vitality and intimacy of this mascot in advertising makes consumers feel close to the brand, establishing the identity and personality of the brand. Therefore, it is very important to establish a unique and memorable brand logo or mascot for the successful branding of the brand image.
2. Focusing on social responsibility and sustainable development is one of the key factors for brands to win trust: Jinjida has won the respect and trust of consumers by focusing on social responsibility and sustainable development. They work to improve farmers' livelihoods, invest in education and health facilities in local communities, and take environmental protection measures. This social and environmental focus aligns with growing consumer concerns and inspires consumer identification and support for Jinjeda. Therefore, focusing on social responsibility and sustainable development is one of the important factors in shaping brand image and winning the trust of consumers.
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