Zespri is launching the season with new packaging and a national consumer campaign with several in-store elements. Additionally, Zespri’s retail trade campaign, “Get with the Program” encourages retailers to meet with Zespri’s market development managers to create customized retail programs designed for their shoppers.
“Zespri is investing in growing consumer demand,” explains Sarah Deaton, Zespri’s shopper marketing manager. “Our SunGold brand awareness has increased over 41 percent nationally and over 117 percent in top U.S. cities year over year. We finished last season with a strong 47 percent growth in our proprietary SunGold variety, with plans to continue to invest for growth in the coming season.”
The company said its new packaging conveys the nutritional information as well as care instructions. The SunGold Kiwifruit consumer campaign is aimed to help shoppers explore outside of their typical fruit selections and break from their predictable grocery shopping routines, the company said. It is encouraging consumers to wander and experience new things by offering various travel-related prizes. The promotion will be featured in TV programs and a number of printed publications.
According to Zespri, on average, retailers who fully execute the company's kiwifruit programs receive increases in their incremental sales. They cite a recent third-party study which has reportedly shown a 96 percent dollar increase when doubling the size of the kiwifruit display to 6 ft. x 2 ft. Multiple display locations also help increase sales, it adds. Additionally, the study indicated that merchandising kiwifruit next to berries and grapes increased kiwifruit sales by 80 percent.
SunGold, Green and Organic varieties will be available at retail in bulk, one-pound and two-pound clam packs. SunGold Kiwifruit will be available May through February. The New Zealand season ends in November and Zespri Kiwifruit from Italy will extend the season through February.