Chiquita is taking its “Small Change, Big Difference” campaign to a new level this October by bringing Miss Chiquita to life for the first time in support of Breast Cancer Awareness Month.
After more than 80 years as the face of Chiquita’s iconic Blue Sticker, Miss Chiquita will take on a new role as an advocate for breast health, encouraging conversations about self-care, awareness and the importance of early detection.
The initiative is being developed in collaboration with the American Cancer Society (ACS) and will be rolled out globally throughout October.
The Pink Sticker returns worldwide
As part of its annual campaign, Chiquita will once again replace its iconic Blue Sticker with a Pink Sticker on bananas worldwide throughout October.
The initiative aims to turn one of the world’s most recognisable fruit labels into a daily reminder of the importance of breast health awareness.
The campaign comes as breast cancer continues to have a significant impact. According to the American Cancer Society’s Cancer Facts & Figures 2026, approximately one in eight women in the United States will be diagnosed with invasive breast cancer during their lifetime.
Miss Chiquita takes centre stage
Campaign will launch with a hero video featuring Miss Chiquita in human form for the first time. Reflecting on her decades as a global brand icon, she delivers a personal message focused on breast health and self-care.
The video ends with Miss Chiquita placing a hand over her chest, a gesture designed to encourage women to become familiar with their bodies, stay informed about their health and recognise the importance of recommended screenings and early detection.
The gesture will also feature on a special edition of Chiquita’s iconic Blue Sticker, extending the campaign message to consumers around the world.
A global campaign throughout October
The “Small Change, Big Difference” campaign will be activated across selected markets through a range of initiatives.
These will include a global digital and social media campaign featuring Miss Chiquita, educational content and new recipes developed with nutrition experts, retail activations and in-store displays, as well as community events promoting healthy living and wellbeing.
Chiquita will also continue working with nonprofit organisations around the world, with the American Cancer Society leading its collaboration in the United States.
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The company has supported breast cancer awareness initiatives for almost a decade through partnerships with health organisations, educational resources, community events, awareness walks and runs, employee engagement programmes and support for scientific research.
The campaign is built around a simple message: small actions can lead to meaningful change, encouraging people to make time for their health and wellbeing in their everyday lives.
