HAMBURG, Germany: Banana producer Chiquita has hired Edelman to conduct a brand awareness campaign in Europe.
The campaign, which will focus on the Chiquita brand, as well as on the nutritional value of fruit, will be carried out in nine European Union markets, including seven of the EU's newest members, as well as Belgium and the Netherlands.
Coordinated out of Edelman's Hamburg office, the awareness effort will last until the end of the year.
The campaign's messaging will focus on back-to-school activities and will be aimed at children and mothers.
"With the end of summer and back to school, children can extend their summer period with the help of bananas," said Cornelia Kunze, GM of Edelman Germany. "A lot of this educating consumers is about the various benefits of bananas and isn't brand-related."
Kunze said the work is unrelated to the high-profile corporate social responsibility PR that Edelman has done for Chiquita.