Chiquita calls EUR50m pan-Euro pitch

The fruit producer Chiquita has launched a search for an agency to handle its EUR50 million pan-European advertising account. The brief covers both above- and below-the-line duties.

The Cincinatti-based fresh and processed fruit company has approached a number of agencies in the UK and mainland Europe with a brief to promote its market-leading banana produce. The pitch process is being handled by Agency Assessments.

Chiquita last ran a campaign in the UK in 1996. Created by Doner Cardwell Hawkins, it featured a dancer dressed in the exotic style of the Brazilian entertainer Carmen Miranda.

Chiquita is best-known for its bananas, but the company also produces other fresh fruit and vegetables. It markets a number of fresh and pro-cessed lines under the Consul, Chico, Frupac and Pacific Gold brand names.

Chiquita, which enjoys 98 per cent brand recognition in the US, is understood to have launched the search for an advertising agency in the face of changing trade regulations in Europe. The European Union has agreed to abolish quotas on fruit in favour of a tariff-only system.