New Zealand-based Zespri is launching a multi-pronged campaign designed to fight childhood obesity, and people active in social media are playing a role in helping the kiwifruit marketer to pull it off.

Zespri recently launched its second-annual Kiwifruit for Kids campaign and has designated children’s health charities to represent the six regions of the U.S.

The campaign is accessible on Facebook, Pinterest, Twitter, Google+ and a microsite,

“We’re definitely one of the early adapters of social media marketing in the produce industry,” said Michele Hoard, senior marketing manager for Zespri Americas, a division of Zespri International Ltd.

“We’ve been involved for several years now.”

For many marketers, making a social media connection begins in retail stores, through quick-response codes on displays.

Pasadena, Calif.-based Sun Pacific Marketing uses QR codes to direct people to recipes utilizing kiwifruit, said Jean Ashby, marketing director and category manager.

“We have a QR code on displays which directs consumers to our Ripe & Easy website (,” Ashby said.

Social media opportunities are vast, but, in some cases, they aren’t high priorities in marketing plans, said Tom Tjerandsen, managing director for North America with the Chilean Fresh Fruit Association in Sonoma, Calif.