The Smooth Way into Bloggers’ HeartsChiquita overcomes Norway's smoothie fatigue by employing the country's top "pink bloggers" and making Chiquita's smoothie campaign part of their daily life. Their enthusiastic blogging secured the product a firm place in Norway's retail space.Banana republicTo Norwegians Chiquita equals bananas; the company needed to challenge this perception when launching smoothies in Norway. What's more, the Norwegian smoothies market is highly competitive, and the media suffered from smoothie fatigue.Bloggers smooth the wayThe target group was young females. The aim was to get their smoothies listed in Norway's larger grocery chains. Chiquita decided to enlist the target group's new opinion leaders; the so-called 'pink bloggers' - young women blogging about their daily life, and involved them in the campaign. When they were made models in an online campaign they blogged enthusiastically about the experience and the campaign. A smoothie-quiz also got the target group directly involved, and the users spread the message further through social media.

Chiquita's smoothies are now listed in two of Norway's largest grocery chains and in the second largest chain of convenience stores. The campaign reached 860,000 readers through traditional media, and 90,000 people entered the online quiz.

We identified Norway's top pink-bloggers who best mirrored Chiquita's values, and invited them to model in a campaign. The girls started blogging about their experience instantly, after receiving VIP/ fresh-look-treatment at a photo shoot. Bloggers/traditional media (celebrity/local press) were given behind-the-scene-footage to use.

Norwegians are online-quiz-crazy - quizzes are the most spread content on Facebook (Norway). So we created a "Which breakfast-type are you?" quiz, the results could be shared in social media (the results linked to an ad with the bloggers).

Many readers ask the bloggers about nutrition, something bloggers struggle to answer. So Chiquita teamed them up with a nutritionist, and the bloggers then invited readers to send in questions which could be answered professionally in a workshop with the bloggers and nutritionists. The initial success prompted a second workshop, preceded by an online competition. The first price: a Chiquita-spa-workshop, spoiling winners with lunch, smoothies and professional nutritional advise.

Chiquita is now listed in two of Norway's largest grocery chains - COOP and ICA, and Deli de Luca, the second largest chain of convenience stores. Chiquita managed to engage Norway's four top pink bloggers, who were exclusively positive to the product and who marketed it on their blogs. Chiquita became an authority on nutrition and healthy eating. There are 300,000 women aged 15 to 25 in Norway, and Chiquita wanted to reach the ones with an urban, healthy lifestyle - and reached the target group on a daily basis through the bloggers.

We reached 860,000 users of traditional media. The quiz aimed to engage 3,000 people - it has now been used by more than 90,000. Chiquita wanted to be a natural marketer of smoothies and a relevant provider of healthy living advise. The workshops fulfilled this aim by providing direct answers to questions from the target group.