{"id":5522,"date":"2026-04-02T14:31:46","date_gmt":"2026-04-02T12:31:46","guid":{"rendered":"https:\/\/megawatt.agency\/?post_type=portfolio&#038;p=5522"},"modified":"2026-04-03T11:25:12","modified_gmt":"2026-04-03T09:25:12","slug":"its-not-easy-being-green","status":"publish","type":"portfolio","link":"https:\/\/megawatt.agency\/en\/portfolio\/chiquita\/","title":{"rendered":"It&#8217;s not easy being green"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column]<div class=\"case-deatil-heading title_subtitle_element\"><div class=\"title\"><h1>It&#039;s not easy being green<\/h1><\/div><div class=\"tags\"><ul><li>Chiquita<\/li><\/ul><\/div><\/div><div class=\"scroll_down_element\"><a href=\"#scroll_down\" target=\"\">Naar beneden<\/a><\/div><div class=\"item\">\n            <div class=\"img-wrp\">\n                <div class=\"image_or_video banner-video\"><video autoplay  muted controls playsinline preload=\"metadata\" class=\"vimeo-video\">\n                        <source src=\"https:\/\/player.vimeo.com\/progressive_redirect\/playback\/1174677140\/rendition\/540p\/file.mp4%20%28540p%29.mp4?loc=external&#038;oauth2_token_id=1809726402&#038;signature=32e27fe71a14cfdec570553184c3318ae1721876fa378d1022fcb1f191944da7\" type=\"video\/mp4\">\n                    <\/video><div class=\"globle-play-btn\"><\/div><\/div><\/div><\/div>[\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=&#8221;&#8221; el_class=&#8221;text-content&#8221;]<\/p>\n<h1><strong>It&#8217;s not easy being green.<\/strong><\/h1>\n<p>&nbsp;<\/p>\n<p><strong>Background<\/strong><\/p>\n<p>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?[\/vc_column_text][vc_column_text css=&#8221;&#8221; el_class=&#8221;services-tags&#8221;]<\/p>\n<h2>Services<\/h2>\n<ul>\n<li>Creative<\/li>\n<li>Strategy<\/li>\n<li>Concepting<\/li>\n<li>Social<\/li>\n<li>Advertising<\/li>\n<li>Content<\/li>\n<li>Community<\/li>\n<li>Brand<\/li>\n<li>Positioning<\/li>\n<li>Media<\/li>\n<\/ul>\n<p>[\/vc_column_text]<div class=\"case-detail-info\"><div class=\"images-wrp \" id=\"scroll_down\"><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/180964_Megawatt_WebsiteContent_Chiquita_Top_Mid-1520x785.jpg\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/180964_Megawatt_WebsiteContent_Chiquita_Top_Mid-1520x785.jpg\" alt=\"\">\n                            <\/picture><\/div><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/180964_Megawatt_WebsiteContent_Chiquita_Top_Left.jpg\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/180964_Megawatt_WebsiteContent_Chiquita_Top_Left.jpg\" alt=\"\">\n                            <\/picture><\/div><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/180964_Megawatt_WebsiteContent_Chiquita_Top_Right.jpg\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/180964_Megawatt_WebsiteContent_Chiquita_Top_Right.jpg\" alt=\"\">\n                            <\/picture><\/div><\/div><\/div><\/div>[vc_column_text css=&#8221;&#8221; el_class=&#8221;text-content&#8221;]<strong><span class=\"TextRun SCXW82858004 BCX4\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW82858004 BCX4\">Approach<\/span><\/span><\/strong><span class=\"LineBreakBlob BlobObject DragDrop SCXW82858004 BCX4\"><strong><span class=\"SCXW82858004 BCX4\"><br \/>\n<\/span><\/strong><\/span><\/p>\n<div>\n<p>You can&#8217;t change habitual behaviour (I want a tasty banana, so I buy a yellow one)<span class=\"Apple-converted-space\">\u00a0<\/span>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!<\/p>\n<p>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 \u2018a\u2019 in the word \u2018later\u2019. This visual concept worked wonders and was implemented in a striking, recognisable, and consistent manner.<\/p>\n<\/div>\n<p>[\/vc_column_text]<div class=\"case-detail-info\"><div class=\"images-wrp \" id=\"scroll_down\"><div class=\"images\"><div class=\"image_or_video banner-video\"><video autoplay muted controls loop=\"\" playsinline preload=\"metadata\" id=\"vimeo-video\" class=\"vimeo-video\"><source src=\"https:\/\/player.vimeo.com\/progressive_redirect\/playback\/1174680978\/rendition\/540p\/file.mp4%20%28540p%29.mp4?loc=external&#038;oauth2_token_id=1809726402&#038;signature=9143f1b403b8fe5960b8940214a0e1a4483da575b61a2c18f5a3cd372585f72d\" type=\"video\/mp4\"><\/video><a id=\"play-button\" class=\"globle-play-btn\" data-fancybox href=\"https:\/\/player.vimeo.com\/progressive_redirect\/playback\/1174680978\/rendition\/540p\/file.mp4%20%28540p%29.mp4?loc=external&#038;oauth2_token_id=1809726402&#038;signature=9143f1b403b8fe5960b8940214a0e1a4483da575b61a2c18f5a3cd372585f72d\"><\/a><\/div><\/div><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/180964_Megawatt_WebsiteContent_Chiquita_Bot_Left.jpg\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/180964_Megawatt_WebsiteContent_Chiquita_Bot_Left.jpg\" alt=\"\">\n                            <\/picture><\/div><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/180964_Megawatt_WebsiteContent_Chiquita_Bot_Right.jpg\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/180964_Megawatt_WebsiteContent_Chiquita_Bot_Right.jpg\" alt=\"\">\n                            <\/picture><\/div><\/div><\/div><\/div>[vc_column_text css=&#8221;&#8221; el_class=&#8221;text-content&#8221;]<strong><span class=\"TextRun SCXW45617475 BCX4\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW45617475 BCX4\">Result<\/span><\/span><\/strong><span class=\"LineBreakBlob BlobObject DragDrop SCXW45617475 BCX4\"> <br class=\"SCXW45617475 BCX4\" \/><\/span><\/p>\n<div>\n<p>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&#8217;re in the supermarket doing your weekly shopping, remember: Groen is niet gekker, gewoon laaater lekker!<\/p>\n<\/div>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]<div class=\"related-posts-title\">\n        <div class=\"container\">\n        <div class=\"row-wrp\">\n        <div class=\"left-col\"><\/div>\n        <div class=\"right-col\"><h2>Related cases.<\/h2>\n        <a class=\"btn-projects\" href=\"\/work\/\" title=\"see all projects\" target=\"\">see all projects<\/a>\n        <\/div>\n        <\/div>\n        <\/div>\n        <\/div><div class=\"selection-projects-wrp\"><div class=\"container\"><div class=\"latest-posts\"><div class=\"post\"><a href=\"https:\/\/megawatt.agency\/en\/portfolio\/mexicano-niet-zomaar-een-snack-2-2\/\"><\/a><div class=\"post-thumbnail\"><div class=\"featured-image\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/180964_Megawatt_WebsiteContent_ArlaOchtenbar_Top_Left-1.jpg\" alt=\"Featured Image\"><\/div><\/div><h2 class=\"post-title\">Make more of mornings<\/h2><div class=\"post-category\">Arla<\/div><\/div><div class=\"post\"><a href=\"https:\/\/megawatt.agency\/en\/portfolio\/storytel-en\/\"><\/a><div class=\"post-thumbnail\"><div class=\"featured-image\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/180964_Megawatt_WebsiteContent_Storytel_Top_Left.jpg\" alt=\"Featured Image\"><\/div><\/div><h2 class=\"post-title\">Always a good story<\/h2><div class=\"post-category\">Storytel<\/div><\/div><\/div><\/div><\/div><div class=\"work-together-section\"><div class=\"lets-work-together\"><div class=\"container \"><div class=\"row-wrp\"><div class=\"left-col\"><h2>Let&#039;s work together<\/h2><p>Wij cre\u00ebren maximale energie voor merken. Klaar om je merk te superchargen? Let\u2019s meet!<\/p><\/div><div class=\"right-col\"><div class=\"team-members\"><div class=\"team-member\"><div class=\"member-img\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2024\/07\/stefan-kwast.jpg\" alt=\"Stephan Kwast\" \/><\/div><div class=\"content\"><h2>Stephan Kwast<\/h2><p>CEO<\/p><a href=\"mailto:&#115;&#46;kw&#97;&#115;&#116;&#64;&#109;e&#103;a&#119;&#97;t&#116;&#46;&#97;&#103;enc&#121;\">&#115;.&#107;was&#116;&#064;&#109;&#101;ga&#119;&#097;tt&#046;&#097;&#103;&#101;&#110;&#099;&#121;<\/a><\/div><\/div><div class=\"team-member\"><div class=\"member-img\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2024\/07\/richard-dillen.jpg\" alt=\"Richard Dillen\" \/><\/div><div class=\"content\"><h2>Richard Dillen<\/h2><p>CCO<\/p><a href=\"mailto:r&#46;dill&#101;n&#64;m&#101;&#103;a&#119;a&#116;&#116;.age&#110;cy\">r&#046;&#100;i&#108;l&#101;n&#064;&#109;&#101;gaw&#097;tt.a&#103;enc&#121;<\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"featured_media":5528,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false},"portfolio-category":[171,163,172,164,165],"portfolio-tag":[],"class_list":["post-5522","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-category-brand-en","portfolio-category-content-en","portfolio-category-creative-en","portfolio-category-media-en","portfolio-category-social-en","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>It&#039;s not easy being green - Megawatt<\/title>\n<meta name=\"description\" content=\"How does one encourage consumers to buy the green Chiquita bananas? 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