Industry professionals and retailers are encouraged to stop by Zespri’s booth #3293 during the IFPA Global Produce & Floral Show to meet with regional and international staff and taste Zespri™ SunGold™ Kiwi samples and Kiwitinis. Visitors can also get a chance to win the newly released, premium Smartwatch when they get an airbrushed Kiwi-inspired tattoo.
“Our booth is always buzzing bringing to life the boldness and fun of our kiwifruit,” says Jeanne Wilson, Zespri’s head of marketing for North America. “Our booth will extend the excitement of our omnichannel consumer campaign that increased demand this year sending shoppers to stores looking for the #1 fastest-growing category in the fruit bowl.”*¹
The consumer campaign sampling event (pictured here) encouraged trial and drove consumers to stores.
The Taste the Obsession consumer campaign generated over 1 billion impressions and boosted new household usage. The campaign highlighted the passion and care that goes into growing the kiwifruit in an unexpected, playful way through sampling activations, influencers and paid media advertising. Influencers shared their love for Zespri’s SunGold Kiwi and encouraged consumers to try the SunGold during sampling events.
Zespri’s campaign helped drive consumers to stores and helped it maintain its SunGold Kiwi position as the top driver of growth for the category, accounting for over half of the total dollar gains in the category this season. Due to the faster growth rate, the brand continues to strengthen the category share of 54 percent (up +4 points vs. the prior year). Zespri SunGold Kiwi is the main growth driver, with sales increasing +20 percent.²
SunGold Kiwifruit will be sampled during show hours along with a fun Happy Hour serving SunGold Kiwitinis, from 12 p.m. to 5 p.m. on both days.
To kick off the trade show, Zespri is co-sponsoring the Welcome Reception where attendees can enjoy SunGold specialty dishes and beverages and meet with the team. The company will also sponsor the Race for a Healthier World 5K and provide runners with a SunGold Kiwi to refuel afterward. The company is known for its creative costumes and continuous energy during the 5K race and the team will, once again, compete for the coveted title of Best Team Attire and Best Team Spirit award. Retailers are encouraged to pre-schedule executive meetings prior to the show. All attendees can stop by Zespri’s high-energy booth #3293.
Source: ¹,² Circana Total U.S. MULO – Latest 52 Weeks Ending 9/10/23 /*out of categories with $200MM or more in dollar sales
For more information:
Jill Netzel
Zespri
Tel: +1 (818) 718-8084
[email protected]
https://www.zespri.com
