It’s not easy being green.
Background
The most famous banana in the Netherlands, Chiquita, came up with the perfect solution for busy families: green bananas. These ripen at home, allowing shoppers to enjoy ripe bananas even mid-week. However, research by Chiquita into purchasing and eating preferences revealed that the green variant has only a 4% purchase preference and a 3% eating preference. Green bananas are perceived as unripe and unappetising. The challenge was clear: how do we encourage consumers to buy the green Chiquita bananas?
Approach
You can’t change habitual behaviour (I want a tasty banana, so I buy a yellow one) through rational information alone. Behavioural change, therefore, requires simplification rather than explanation. Breaking routines needs straightforward communication and behavioural principles. The creative message: Groen is niet gekker, gewoon later lekker!
The campaign style deliberately remained simple, using the recognisable Chiquita colours. To convey the message playfully and strikingly, we played with the idea that the green banana is laaaaaaater ripe by elongating the ‘a’ in the word ‘later’. This visual concept worked wonders and was implemented in a striking, recognisable, and consistent manner.
Result
The communication objectives set were far exceeded. According to the campaign tracker from Blauw Research, awareness of the green Chiquita stood at 59% (goal: 30%). The consideration target was also achieved at 34% (goal: 20%), as was the purchase intent target (21% achieved, with a goal of 5%). The campaign had a significant impact on the increase of the above communication objectives. The more often someone saw the campaign, the stronger the effects. So, the next time you’re in the supermarket doing your weekly shopping, remember: Groen is niet gekker, gewoon laaater lekker!
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