Zespri begins shipping its kiwifruit from New Zealand mid-May. Leading the sales growth is SunGold, which is now Zespri's #1 largest and top-growing kiwifruit. Shoppers can locate SunGold in the produce section with its newly designed vertical packaging, which is stackable and easier to merchandise.
“Our kiwi is outpacing total fruit growth by eight points,” says Sarah Deaton, Zespri’s shopper marketing manager. “With Zespri SunGold Kiwifruit we achieved +47 percent sales growth through 2020 and there is continued high consumer demand making it a basket value driver. Our market development managers can help retailers develop in-store promotions.”
Zespri's newly designed vertical packaging is stackable and easier to merchandise.
Zespri is introducing “Taste It To Believe It,” a 360o marketing campaign highlighting the flavor experience consumers have when they try Zespri SunGold Kiwifruit. Consumers will be enticed to try Zespri SunGold Kiwifruit through various touch points during Zespri’s consumer sampling program across the U.S. 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.
“After a year of restrictions, consumers are ready to bite into the summer of 2021! 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,” says Deaton.
Zespri begins shipping its kiwifruit mid-May.
The 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 bold graphic on the packaging sleeve and display captures the burst of flavor consumers get when they bite into Zespri SunGold Kiwifruit,” says Deaton. The display also features a QR code to drive consumers to the website for recipes and details on the promotion. Due to the success of the display shipper and package design, Zespri increased the order quantity by 300 percent over the prior year to meet demand.
Retailers are encouraged 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 percent dollar sales lift over the month.
Additionally, Zespri says an independent study indicated shoppers rated their shopping experience higher when Zespri SunGold Kiwifruit was on display.