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Chiquita and Euro RSCG Worldwide PR Have Teamed Up for Exciting Launch of Crushed-Fruit Snack

Wednesday, May 25, 2011 General News J E 4
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The 'Future-Creating' Agency Kicked Off an Influencer Program That's Creating Buzz and Includes the First-Ever 'Crushing It' List in Chicago

CHICAGO, May 25, 2011 /PRNewswire/ -- Chiquita Brands International (NYSE: CQB), a company known for its fresh and healthy food products, and Euro RSCG Worldwide PR, an agency known for its strategic positioning as a "Future Creator," jointly announced that their partnership thus far in launching Chiquita's new crushed-fruit snack has been extremely fruitful.

The initiative – meant to acknowledge and reward women for doing good both by choosing Chiquita's healthy crushed-fruit snack and by accomplishing good things in their everyday lives – centers around the idea of "Have you crushed it today?" The full integrated campaign was managed by Red Shoes Marketing, but ERWW PR played a critical role by orchestrating a focal-point influencer program in Chicago for Chiquita's crushed-fruit snack in the Midwest. For that, the agency teamed with Korey Karnes Huyler, editor-in-chief of CS Magazine, to reveal the fresh faces of 25 Chicago-area women who are "Crushing It" in their personal, professional and philanthropic lives.

A banana breakfast was held to honor the influencers on the "Crushing It" list, as well as to bring them together and shine a spotlight on the scrumptious new product. The buzz generated from the release of the list, with its 25 innovators ranging from award-winning restaurateurs to influential stylists, from important philanthropists to popular public personalities, has been delicious, as well.

"We have been delighted with the PR strategies planned and executed by the ERWW PR team for the launch in Chicago," says Tanios Viviani, president, Chiquita, who flew in from San Francisco for the breakfast. "The cachet we've garnered with the 'Crushing It' list has far exceeded our expectations – and our expectations were very high to begin with, knowing the agency's growing reputation for consumer expertise."

"My team is thrilled that our work with Chiquita on the Chicago launch of the crushed-fruit snack has been so resoundingly well received," said Marian Salzman, CEO, ERWW PR. "The activities we choreographed in Chicago were fun and inspiring, and the level of interest we received in the local market proved that our hyperlocal approach is the right way to go."

Chiquita's new crushed-fruit snack is made with Rainforest Alliance–certified Chiquita bananas combined with another fruit; the current varieties include: mango, strawberry, blueberry, pineapple or acai. The Chiquita crushed-fruit snack is packaged in a 100 percent recycled and recyclable plastic bottle.

About Chiquita Brands International, Inc.

Chiquita Brands International, Inc. (NYSE: CQB) is a leading international marketer and distributor of high-quality fresh and value-added food products – from energy-rich bananas and other fruits to nutritious blends of convenient green salads. The company markets its healthy, fresh products under the Chiquita® and Fresh Express® premium brands and other related trademarks. With annual revenue of more than $3 billion, Chiquita employs more than 21,000 people and has operations in nearly 70 countries worldwide. For more information, please visit www.chiquitabrands.com.

About Euro RSCG Worldwide PR

Euro RSCG Worldwide PR, North America, is headquartered in New York City, with offices in Chicago and Pittsburgh and strategic partners in Boston and Washington, D.C. It is currently among the most-awarded PR agencies of its size in the U.S., including recent awards from PRWeek, PR News, SABRE and Bulldog Reporter, and is part of Adweek's first-ever Healthcare Agency of the Year (2010) and Medical Marketing & Media's 2010 All-Star Network of the Year. Euro RSCG Worldwide PR provides communications services, social brand momentum and thought leadership, among other services, in core areas ranging from CSR, healthcare and wellness to B2B, content creation, social media and consumer marketing. Clients include Bayer Corp., sanofi-aventis, Ford's Warriors in Pink and Transitions Optical. The agency also developed award-winning work for Wyclef Jean's campaign for the presidency of Haiti. Its social media lab The Sisterhood is a decorated industry innovation to help marketers understand the teen girl demographic. Euro RSCG Worldwide PR is the public relations arm of Euro RSCG Worldwide, a leading integrated marketing communications agency with 233 offices in 75 countries and the largest unit of Havas, a world leader in communications (Euronext Paris SA: HAV.PA).

MEDIA CONTACTAlexandra CovingtonEuro RSCG Worldwide PR212-367-6843alexandra.covington@eurorscg.com

SOURCE Euro RSCG Worldwide PR

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