ORANGE COUNTY, CALIF. — Kiwifruit grower Zespri is launching its new Taste the Obsession campaign at the upcoming SEPC Southern Exposure trade show in Orlando, Fla., March 2-4.
“Our campaign tells our bold, brand story of the passion and care that goes into growing our kiwifruit in an unexpected, playful way,” said Jeanne Wilson, Zespri’s head of marketing for North America. “We’re excited to build upon our growing category success as we collaborate with retailers nationwide to develop customized programs and build impactful displays for our Zespri SunGold and Green Kiwifruit.”
The company’s account managers will be at booth 621 and is excited to talk to retailers about how kiwifruit is currently the fastest growing fruit in the United States. According to Zespri, kiwifruit sales have reached $265 million over the past year, +14% from the year before.
“The SEPC trade show is an ideal opportunity for retailers to meet with Zespri’s team to start planning for the season before our fruit ships in May,” Wilson said. “Shoppers are unique so one program doesn’t work across all regions. We are available to customize programs designed for each retailer’s specific shopper needs. We are excited to help retailers grow their sales by using our marketing resources, displays, and knowledge of merchandising and promoting kiwifruit that is the most profitable for them.”
Zespri puts an emphasis on supporting retailers through its marketing campaigns including instore displays and digital marketing with influencers.
“The bold, attention-grabbing graphics on the display tie into the consumer campaign, which will be cohesive across all marketing channels,” Wilson said. “Zespri Kiwifruit is a high growth, everyday item now, and it sells best when it is prominently displayed because it adds incremental sales to the produce department. It is no longer viewed as an exotic fruit. Shoppers can’t get enough of this nutritious and deliciously sweet fruit.”
According to Zespri, moving the kiwifruit displays near berries in the produce department to boost the sales of both types of fruits.
“This could result in a +64% total fresh fruit sales uplift driven by higher basket spend, based on a 3rd party merchandising study,” the company said. “Moving kiwis next to berries does not negatively impact berry sales; it drives total department sales.”
For more information on Zespri’s Taste the Obsession campaign, retailers can visit booth 621 at this week’s show and ask about the customized programs available.