New Zealand’s Zespri International and its Newport Beach, Calif.-based Zespri North America branch are set to launch another kiwifruit season in the U.S. with marketing programs for its SunGold variety.
“We are set for a strong season from May through November,” Glen Arrowsmith, Zespri’s North American market manager, said in a news release. “Our regional market development managers are excited to help retailers build a customized category program developed for the specific shopping patterns of their customers.”
In addition to the regional market development managers and customized promotional programs, Zespri is supporting retailers with retail and consumer marketing campaigns, the company said.
Zespri is launching “Sweet Success with SunGold,” a trade advertising campaign with frequency ads in a variety of print and digital trade publications. The consumer campaign invites consumers to “Celebrate the SunGold.” The campaign is targeting specific markets with billboard ads, and social and digital components designed to convey joy, optimism, and excitement to consumers by leveraging SunGold as a moment of celebration with the season arrival, Zespri said.
Retailers can order point-of-purchase displays and other merchandising material featuring the consumer graphics. A geo-targeted campaign will reach consumers through integrated apps. Shoppers will receive Zespri ads with location-based messaging while shopping at their retailer.
“This season is projected to increase in SunGold over last year’s kiwifruit season,” Arrowsmith said. “Our trade and consumer programs will support this initiative.”