To involve the pre-consumer target (18-25 years old) through an integrated communication campaign in order to establish an empathic relationship with the brand.In particular, Chiquita was pursuing the following objectives:to enhance Chiquita brand positioning and brand value rooted in the Italian Market.to bring the younger target closer to the brand.to create a spontaneous movement of gathering people around Chiquita.

An integrated strategy which enhances the Chiquita historical claim and its legendary BLUE STAMP.HUMAN STICKERING. Promo cards convey blue stamp stickers, which everyone could put on people judged "ten out of ten"!

A DIGITAL PLATFORM. Our target could send SMS/MMS/video to tell everybody what is really cool according to its opinion to participate in the contest “What does TEN OUT OF TEN mean to you?".CHIQUITA BEACH TOUR. During summer, a special task force of Chiquita promoters has moved along the Adriatic beaches, bringing games, fun and promo cards to participate in the promotion.

The redemption was very good in terms of web site traffic and contest participation (over 2,942 SMS/MMS and web messages received). Moreover during summer, in the most crowded and popular Adriatic beach resorts (among young people) the Human Stickering with the blue stamps became a real mania: the “Chiquita 10 E LODE Mania”.