Chiquita is taking to the beaches of Greece as part of the summer campaign to promote its fruit.

The first of the company’s beach parties, which are taking place at Karavi Schinias and Chalkidiki, proved a big draw, Chiquita said.

Holiday makers at the most popular weekend beaches will not only find sun and sea waiting for them but also music, games and all the fun offered by Chiquita Beach Parties.

The blue-labeled parties will rock out to the rhythms of local radio stars and lotteries and prizes like footballs and inflatable bananas will make the Chiquita meeting points even more inviting and engaging. “Up until now we have relied primarily on television spots to promote our brand in Greece; this strategy is less effective during the summer,” said Luciana Luciani, Chiquita’s marketing co-ordinator for southern Europe.

“When the idea of summer events was born, we immediately understood that in this way the summer could also be an opportunity to come into contact with the younger target segment recreating on the beach, that Latin, tropical atmosphere that characterizes the personality of our brand and is one of the strongest emotive elements of our ties to Greek consumers.”

In Greece Chiquita boasts a market share of 47 per cent. As well as the beach campaign, other activities aimed at consolidating its leadership, in addition to its traditional TV programming, include a billboard campaign and a promotional programme in collaboration with retailers.

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