{"id":5521,"date":"2026-04-02T14:31:46","date_gmt":"2026-04-02T12:31:46","guid":{"rendered":"https:\/\/megawatt.agency\/?post_type=portfolio&#038;p=5521"},"modified":"2026-05-20T18:08:51","modified_gmt":"2026-05-20T16:08:51","slug":"groen-is-niet-gekker-gewoon-laaaater-lekker","status":"publish","type":"portfolio","link":"https:\/\/megawatt.agency\/nl\/portfolio\/chiquita\/","title":{"rendered":"Chiquita x Groen is niet gekker&#8230;"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column]<div class=\"case-deatil-heading title_subtitle_element\"><div class=\"title\"><h1>Groen is niet gekker...<\/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=\"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;]<b>Groen is niet gekker, gewoon laaaater lekker.<span class=\"Apple-converted-space\">\u00a0<\/span><\/b><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Achtergrond<\/strong><\/p>\n<div>\n<p>De bekendste banaan van Nederland, Chiquita, bedacht d\u00e9 uitkomst voor drukke gezinnen: groene bananen. Deze rijpen thuis door, waardoor weekboodschappers ook halverwege de week rijpe bananen kunnen eten. Uit onderzoek van Chiquita naar aankoop- en eetvoorkeuren bleek echter dat de groene variant een aankoopvoorkeur van 4% en een eetvoorkeur van 3% heeft. Groene bananen worden gezien als niet rijp en niet lekker. De uitdaging was helder: hoe zorgen we ervoor dat consumenten de groene Chiquita w\u00e9l willen kopen?<\/p>\n<\/div>\n<p>[\/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>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\">Aanpak<\/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>Routinegedrag (ik wil een lekkere banaan, dus ik koop een gele) verander je niet met rationele informatieoverdracht. Gedragsverandering vraagt dus niet om uitleg, maar vooral om vereenvoudiging. Het doorbreken van routines met simpele communicatie- en gedragsprincipes. De creatieve boodschap: Groen is niet gekker, gewoon later lekker!<\/p>\n<p>De campagnestijl bleef bewust simpel, in de herkenbare Chiquita-kleuren. Om de boodschap speels en opvallend over te brengen, speelden we overal met het gegeven dat de groene banaan laaaaaaater rijp is door de \u2018a\u2019 in het woord \u2018later\u2019 te verlengen. Deze visuele vondst werkte als een trein en werd opvallend, herkenbaar en consistent doorgevoerd.<\/p>\n<\/div>\n<p><span class=\"LineBreakBlob BlobObject DragDrop SCXW82858004 BCX4\"><strong><span class=\"SCXW82858004 BCX4\">\u00a0<\/span><\/strong><\/span>[\/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\">Resultaat<\/span><\/span><\/strong><span class=\"LineBreakBlob BlobObject DragDrop SCXW45617475 BCX4\"><strong><span class=\"SCXW45617475 BCX4\">\u00a0<\/span><\/strong><br class=\"SCXW45617475 BCX4\" \/><\/span><\/p>\n<div>\n<p>De gestelde communicatiedoelstellingen zijn ruimschoots behaald. Uit de campagne tracker van Blauw Research bleek dat de bekendheid van de groene Chiquita op 59% lag (doelstelling 30%). Ook het doel op overweging is behaald met 34% (doelstelling 20%), net als de doelstelling op aankoopintentie (21% behaald, met een doelstelling van 5%). De campagne had hierbij een significant effect op de stijging van bovenstaande communicatiedoelstellingen. Hoe vaker iemand de campagne heeft gezien, hoe sterker de effecten. Dus, de volgende keer dat je in de supermarkt staat en je weekboodschappen doet, remember: groen is niet gekker, gewoon laaaater 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\/nl\/work\/squidgame3\/\"><\/a><div class=\"post-thumbnail\"><div class=\"featured-image\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/03\/180964_Megawatt_WebsiteContent_SquidGame_Bot_Left.jpg\" alt=\"Featured Image\"><\/div><\/div><h2 class=\"post-title\">Netflix x Squid Game 3<\/h2><div class=\"post-category\">Netflix<\/div><\/div><div class=\"post\"><a href=\"https:\/\/megawatt.agency\/nl\/work\/verpact\/\"><\/a><div class=\"post-thumbnail\"><div class=\"featured-image\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/06\/Verpact_Top_Mid.jpg\" alt=\"Featured Image\"><\/div><\/div><h2 class=\"post-title\">Verpact x Recycle Caf\u00e9<\/h2><div class=\"post-category\">Verpact<\/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\u2019s 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:s&#46;kwa&#115;t&#64;m&#101;g&#97;&#119;&#97;&#116;t.a&#103;e&#110;cy\">&#115;.kwas&#116;&#064;&#109;&#101;&#103;aw&#097;&#116;t&#046;a&#103;&#101;n&#099;y<\/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;&#100;i&#108;&#108;&#101;&#110;&#64;&#109;e&#103;aw&#97;&#116;t&#46;&#97;&#103;ency\">&#114;.d&#105;&#108;len&#064;meg&#097;&#119;a&#116;&#116;&#046;&#097;&#103;ency<\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"featured_media":5527,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false},"portfolio-category":[103,104,105,107,108],"portfolio-tag":[],"class_list":["post-5521","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-category-brand","portfolio-category-content","portfolio-category-creative","portfolio-category-media","portfolio-category-social","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Chiquita x Groen is niet gekker... - Megawatt<\/title>\n<meta name=\"description\" content=\"Hoe zorg je ervoor dat consumenten de groene Chiquita banaan w\u00e9l willen kopen? 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