Ogilvy Group wins £35m pan-European Chiquita brief

Banana producer and distributor Chiquita International Brands has appointed Ogilvy Group UK to handle its estimated â¬50m (&£35m) pan-European advertising business.

The group won the business, which will be managed from London, following a four-way pitch against Saatchi & Saatchi, TBWA and Fallon. The pitch, which started in January, was overseen by Agency Assessments.

The win includes Chiquita’s fresh fruit business and its convenience division, which makes a range of processed fruit products. The company will work with Ogilvy & Mather, Ogilvy Interactive and Dialogue to produce an integrated campaign aimed at building the brand in Europe.

Chiquita, based in Cincinatti, has not advertised in the UK since 1996, when it ran ads featuring an exotic dancer. Doner Cardwell Hawkins created the campaign. It parted company with the agency in 2000.

The business, which also owns brands such as Chico and Pacific Gold, sells its products in more than 60 countries and it claims that it has 98% brand recognition in the US.

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