If you were asked to think of noteworthy marketing campaigns, produce companies probably do not immediately come to mind. However in 2015, Chiquita Banana launched a co-branded and interactive email campaign that successfully increased brand engagement among a key customer segment: mothers with young children. 

While bananas are typically thought of as a breakfast food or snack, Chiquita Banana saw an opportunity to also promote them as an ingredient. Specifically, the company realized it could expand product use by creating a series of recipes that featured bananas. To push these recipes out, Chiquita Banana developed content that was easily shared across channels. For example, recipes were emailed as mobile-friendly in an attempt to cater to customers on the go. Additionally, the emails were made interactive to encourage customers to “check off’ what ingredients they already had versus what they needed to purchase......

Questions: 

1. Develop an additional tactic for Chiquita’s campaign that further penetrates its key mother segment. 

2. Develop a completely new campaign to increase product usage among athletes—a key secondary market. What would you emphasize and what digital strategies and partnerships would you use?