Chiquita Brands International, Cincinnati, is launching a back-to-school campaign with a goal of fighting childhood obesity by promoting fresh fruit snacks and salads in TV and print ads.

Chiquita promotes healthy snacks during fall campaign

Courtesy Chiquita Brands International

Chiquita expects to reach more than 20 million consumers across the country, according to a Sept. 8 news release, targeting parents and other consumers who want to ensure that kids have healthy snack options.
Running from August to November, the promotion focuses on Chiquita Fruit Bites, Chiquita bananas and Fresh Express Gourmet Café Salads. Chiquita banana TV ads will mention Chiquita Fruit Bites in 28 markets, according to the release.
Chiquita will also sponsor early morning TV news shows with a Chiquita Fruit Bites ad during weather, traffic or back-to-school segments, and households with children ages 6-10 will receive an interactive direct mailer that includes “kid-engaging” Chiquita stickers and coupons, the company said.
“With national statistics reporting that 90% of kids choose to eat before doing anything else when they get home, Chiquita believes it’s important that they make healthy decisions,” said Joe Huston, vice president, salads and healthy snacking, in the news release.
The company said samples of Chiquita Pineapple and Apple Bites will be distributed at concerts, festivals and sporting events in Chicago, Baltimore, Washington, D.C., Memphis, Tenn., and Cincinnati, and Chiquita Bites will appear on digital billboards in Chicago, Baltimore and Washington, D.C.