Zespri is set for another season with the first SunGold Kiwifruit arriving late last week. The company said the SunGold has a tropical-sweet taste and longer shelf life, which will be supported this season with a new consumer campaign bringing the Zespri brand to life; and promoted at retail with in-store demos, custom point of sale materials, trade advertising and a tailored shopper marketing campaign.
“Zespri has invested heavily in both consumer and trade programs to drive the growth of SunGold,” explains Ben Hughes, Zespri’s general manager for the Americas. “We are expanding on our success from last year by implementing more programs through a variety of marketing channels. Our goal is to target 50 percent growth for the coming year.”
Zespri is planning to extend the availability by growing SunGold and Green Kiwifruit in different locations, such as Italy. Zespri said their point of difference is that they grow for taste and quality, not volume. The fruit is tested to make sure it is picked at the right time to ensure an optimal level of sweetness. Zespri is looking to expand the distribution of SunGold with the aim of reinvigorating the kiwifruit category.
“Due to the phenomenal response from retailers and consumers, we are expanding supply beyond our May to October season. Our market development managers are working with each retailer to make sure they have programs in place to promote Zespri SunGold throughout the extended season,” states Hughes.
"To promote SunGold Kiwifruit in-store, Zespri will plan to run a variety of promotions including regional display contests to promote and encourage the trial of SunGold. The larger displays increase in-store visibility, which leads to consumer trial and increased sales velocity. For more information, retailers can contact their regional market development manager at Zesprikiwi.com/industry-resource."
“We are excited to launch our new consumer campaign, which will build awareness for our Zespri brand and, more specifically, SunGold,” Hughes explains. The campaign will communicate to moms how Zespri SunGold Kiwifruit is a deliciously nutritious snack that their kids will love. Parents feel a constant pressure to be perfect, but real life isn’t perfect. We want them to embrace life’s imperfections and feel good about themselves and everything they do for their families. SunGold Kiwifruit is tropically sweet, full of nutrients and easy-to-eat – something everyone in the family will love. It’s a real snack that fits their real lives!”
Zespri will also reach consumers with the continuation of an integrated digital campaign. Zespri will be geo-targeting shoppers reaching them at different touch points throughout their day. These digital tools helps bring top-of-mind awareness to SunGold and other varieties of Zespri Kiwifruit. SunGold, Green and Organic varieties will be available at retail in bulk and 1-pound and 2-pound clam packs.
For more information:
Jill Netzel
Tel: +1 (818) 718-8084 ext. 212