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TheStreet Open House

Chiquita And Euro RSCG Worldwide PR Have Teamed Up For Exciting Launch Of Crushed-Fruit Snack





CHICAGO, May 25, 2011 /PRNewswire/ -- Chiquita Brands International (NYSE: CQB), a company known for its fresh and healthy food products, and Euro RSCG Worldwide PR, an agency known for its strategic positioning as a "Future Creator," jointly announced that their partnership thus far in launching Chiquita's new crushed-fruit snack has been extremely fruitful.

The initiative – meant to acknowledge and reward women for doing good both by choosing Chiquita's healthy crushed-fruit snack and by accomplishing good things in their everyday lives – centers around the idea of "Have you crushed it today?" The full integrated campaign was managed by Red Shoes Marketing, but ERWW PR played a critical role by orchestrating a focal-point influencer program in Chicago for Chiquita's crushed-fruit snack in the Midwest. For that, the agency teamed with Korey Karnes Huyler, editor-in-chief of CS Magazine, to reveal the fresh faces of 25 Chicago-area women who are "Crushing It" in their personal, professional and philanthropic lives.

A banana breakfast was held to honor the influencers on the "Crushing It" list, as well as to bring them together and shine a spotlight on the scrumptious new product. The buzz generated from the release of the list, with its 25 innovators ranging from award-winning restaurateurs to influential stylists, from important philanthropists to popular public personalities, has been delicious, as well.

"We have been delighted with the PR strategies planned and executed by the ERWW PR team for the launch in Chicago," says Tanios Viviani, president, Chiquita, who flew in from San Francisco for the breakfast. "The cachet we've garnered with the 'Crushing It' list has far exceeded our expectations – and our expectations were very high to begin with, knowing the agency's growing reputation for consumer expertise."

"My team is thrilled that our work with Chiquita on the Chicago launch of the crushed-fruit snack has been so resoundingly well received," said Marian Salzman, CEO, ERWW PR. "The activities we choreographed in Chicago were fun and inspiring, and the level of interest we received in the local market proved that our hyperlocal approach is the right way to go."

Chiquita's new crushed-fruit snack is made with Rainforest Alliance–certified Chiquita bananas combined with another fruit; the current varieties include: mango, strawberry, blueberry, pineapple or acai. The Chiquita crushed-fruit snack is packaged in a 100 percent recycled and recyclable plastic bottle.

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