ORANGE COUNTY, CALIF. – As Zespri’s kiwifruit season approaches, the producer is introducing “Taste It To Believe It,” a marketing campaign highlighting the flavor experience consumers have when they try a Zespri SunGold Kiwifruit for the first time.
“Zespri is the world leader in premium kiwifruit and our kiwi is outpacing total fruit growth by eight points,” said Sarah Deaton, Zespri’s shopper marketing manager. “With Zespri SunGold Kiwifruit we achieved 47% sales growth through 2020 and there is continued high consumer demand making it a basket value driver. Our market development managers are available to help retailers develop in-store promotions created specifically for their shoppers to increase sales.”
Consumers will be enticed to try Zespri SunGold Kiwifruit through various touchpoints during Zespri’s consumer sampling program across the United States. The digital component will include social, email, online video, and display advertising in addition to driving trial with Free Standing Inserts, direct mail, Ibotta and coupons.com campaign and event activations.
Zespri begins shipping its fruit in mid-May and shoppers will be able to find SunGold in the produce section with its newly designed vertical packaging, which is stackable and easier to merchandise, according to the company.
The marketing campaign will carry through Zespri’s updated creative on the in-store display showing the yellow, juicy texture of Zespri SunGold Kiwifruit and “Tastes Like Wow” graphics along with nutritional information. The display also features a QR code to drive consumers to the website for recipes and details on the promotion.
Zespri is encouraging retailers to build large, eye-catching displays in and out of the produce section to drive incremental sales. As an example, one retailer featured Zespri SunGold Kiwifruit for a month, which included a TPR and three display bins at the front of the store. The result averaged a 200% dollar sales lift over the month.
“After a year of restrictions, consumers are ready to bite into the summer of 2021,” said Deaton. “We will amplify our ‘tasty-monials’ from our online fan base creating excitement for our sweet, golden kiwi that has both flavor and superior nutrition with three times more vitamin C than an orange and a combination of more than 20 vitamins and minerals. It is poised to help consumers thrive on their health and wellness journey.”