Since opening offices in North America last year, Zespri has been making great strides into the U.S. market with its new SunGold variety. Zespri SunGold Kiwifruit is expected to change the category due to its sweeter taste and longer shelf life. Overall, kiwifruit is on trend and growing fast with SunGold driving the growth.
“We are set for a strong season from May through November,” explains Glen Arrowsmith, Zespri’s North American market manager. “Our regional market development managers are excited to help retailers build a customized category program developed for the specific shopping patterns of their customers.”
In addition to the regional market development managers and customized promotional programs, Zespri is supporting retailers with strong retail and consumer marketing campaigns. Zespri is launching its “Sweet Success with SunGold” trade advertising campaign with frequency ads in a variety of print and digital trade publications. The consumer campaign invites consumers to “Celebrate the SunGold.” The campaign is targeting specific markets with billboard advertising, and social and digital components designed to convey joy, optimism, and excitement to consumers by leveraging SunGold as a moment of celebration with the season arrival.
Retailers can order point-of-purchase displays and other merchandising material, which feature the “Celebrate the SunGold” consumer graphics. To further drive consumer awareness of the Zespri brand, a geo-targeted campaign will reach consumers through integrated apps. Shoppers will receive Zespri ads with location-based messaging while shopping at their local retailer. The technology will help bring top-of-mind awareness to SunGold and other varieties of Zespri Kiwifruit.
“I’m excited about our investment to drive the category,” states Arrowsmith. “This season is projected to increase in SunGold over last year’s kiwifruit season. Our trade and consumer programs will support this initiative. It really will be a season to celebrate.”
Contact:
Jill Netzel
Fusion Marketing
Tel: (818) 718-8084 ext. 212