Chiquita - "Likely the best snack ever"

With its “Likely the Best Snack Ever” campaign, Chiquita moves beyond highlighting product attributes—like natural sweetness or portability—and instead zeroes in on the real-life moments when people snack. From post-workout breaks to study sessions, from commuting to gaming, the banana is reframed not just as a fruit, but as a relevant, modern snack choice. In doing so, Chiquita directly challenges traditional snack categories, positioning itself alongside bars, chips, and other packaged options.

It’s a clever example of category hacking: shifting consumer perception to gain relevance in new usage contexts. By owning key consumption moments, Chiquita reinforces the idea that the best snack might just be the one that’s always been there—simple, healthy, and ready to go.