Behind the Blue Sticker
For generations, Chiquita's iconic Blue Sticker has served as a symbol of quality and freshness. With the award-winning Behind the Blue Sticker campaign, the brand set out to tell the deeper story behind that familiar label—highlighting its longstanding commitment to sustainable farming, environmental stewardship, and the communities that make banana production possible. The campaign invited consumers to look beyond the produce aisle and gain a firsthand understanding of the people, practices, and purpose behind every banana.
To bring this story to life, I traveled to Costa Rica to lead all creative efforts on the ground, overseeing content capture and creative execution across Chiquita's farms and operations. Working closely with local teams and production partners, we developed authentic, documentary-style storytelling designed to showcase the brand's sustainability initiatives while reinforcing Chiquita's heritage and values. The resulting campaign delivered an engaging behind-the-scenes look at the journey from farm to table and helped earn industry recognition for its creative storytelling and impact.
