Zespri™ Drives Kiwifruit Demand With Strategic Marketing Programs; Jeanne Wilson Details
From
| 27 July 2023
Overview of kiwifruit from New Zealand in the U.S. market, complemented by charts from Agronometrics. Original published on July 25, 2023.
ORANGE COUNTY, CA – We’re leveling things up around here, as Zespri™ helps shoppers Taste the Obsession by sending them off to New Zealand to experience it firsthand. The kiwifruit provider is bolstering its consumer campaign by offering consumers a chance to win a trip to New Zealand to visit the orchards and meet the passionate growers who are obsessed with growing the best-tasting kiwifruit.
“Our Taste the Obsession consumer campaign tells our bold, brand story of the passion and care that goes into growing our kiwifruit in an unexpected, playful way, and what better way to show that than offering a chance to experience a trip to where it all starts,” explained Jeanne Wilson, Head of Marketing for North America. “The lucky winner of the sweepstakes will enjoy an eight-day, seven-night trip including a visit to a Zespri orchard and New Zealand adventures ranging from zip lining to a dolphin cruise.”
Zespri’s Taste the Obsession consumer campaign is an omnichannel approach that includes an extensive digital component with social, email, online video, display advertising, and Ibotta, all designed to generate excitement and drive shoppers to stores. To encourage consumers to participate in the sweepstakes, Zespri is promoting it at sampling events, through meal kits, on social platforms, and on its website landing page. The lucky recipients of Zespri’s sweepstakes can learn firsthand why Zespri SunGold™ Kiwifruit is a winner of the Good Housekeeping Healthy Snack award for the third year.
Source: USDA Market News via Agronometrics.
(Agronometrics users can view this chart with live updates here)
“Being recognized in the 2023 Good Housekeeping Best Snack Awards in the Powerhouse Produce category for the third year in a row supports our position on growing for taste, not just size or yield,” stated Wilson. “We are pleased that our SunGold Kiwifruit is a healthy snack acknowledged by health professionals and enjoyed by consumers.”
Sampling activations, influencers, and paid media advertising are driving new users to stores to search for the kiwi brand. Retailers can increase sales by placing Zespri’s eye-catching merchandising displays prominently and can increase purchases by promoting the sweepstakes through their website and social channels during the contest period, which runs through October 1, 2023. Research has also indicated that by placing Zespri’s displays in the produce section, sales can increase by more than 200 percent, noted the release.
The News in Charts is a collection of stories from the industry complemented by charts from Agronometrics to help better tell their story.
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