NEW YORK: Food major Chiquita has enlisted Euro RSCG PR to help it develop an influencer programme to launch a new crushed-fruit snack.

The agency has already begun work on the brief in conjunction with Red Shoes Marketing, rolling out a programme in Chicago that identified 25 women who are “crushing it” in their personal, professional and philanthropic lives.

The fruit "crushie" is positioned for its health benefits - it is made with Rainforest Alliance–certified Chiquita bananas combined with another fruit; the current varieties include: mango, strawberry, blueberry, pineapple or acai.

After its inital launch in Chicago, the product will rollout nationally at the end of this year and the first quarter of 2012.

“My team is thrilled that our work with Chiquita on the Chicago launch of the crushed-fruit snack has been so resoundingly well received,” said Marian Salzman, CEO, ERWW PR. “The activities we choreographed in Chicago were fun and inspiring, and the level of interest we received in the local market proved that our hyperlocal approach is the right way to go.”