Zespri says retailers and industry professionals can experience its playfully unexpected, bold and real personality when they stop by its booth, No. B4052, at the Oct. 17-19 International Fresh Produce Association expo.
The company, entering its seventh year as an exhibitor and sponsor during the IFPA’s Global Produce and Floral Show, said that bot only will attendees meet with regional and global colleagues, but they also can hop into Zespri’s photo booth to capture the moment and make memories with the famous KiwiBrothers characters. The Zespri experience continues with samples of the refreshingly sweet Zespri SunGold kiwifruit, the tangy-sweet green kiwifruit and its signature Kiwitinis, which are a fan favorite, according to a news release.
“Our booth is always busy with excitement, and it really is an extension of our omnichannel ‘Taste the Obsession’ campaign,” said Jeanne Wilson, Zespri’s head of marketing for North America. “This year we elevated the campaign with the addition of our KiwiBrothers. They are here to spread the sweet and juicy kiwi obsession across America. We will see more of them next year across our full marketing mix, including in-store and point of sale materials. We encourage retailers to contact their Zespri rep in advance to schedule a meeting. We are excited to share our new merchandising opportunities and set programs for 2025.”
Zespri said the KiwiBrothers brand characters have been sharing their quality story through their rendition of the ‘80s pop hit song “Kids in America” by Kim Wilde.
Zespri said consumers were entertained by the duo performing the song in TikTok videos; during Spotify’s audio streaming; on connected TV platforms including Hulu, Disney, Peacock, Paramount and YouTube; and through Facebook and Instagram posts, according to the release, which added that the music video successfully drove shoppers to stores.
The campaign garnered over 1 billion impressions through paid media and public relations activations, the release said, and over 2 million samples were distributed to consumers across the U.S. this summer at events, fitness studios and through meal kits. Consumers participated in grocery giveaways at sampling events, and Zespri’s influencers encouraged their followers to “scoop into their new obsession.”
In addition to driving awareness of Zespri Kiwifruit, Zespri’s in-store displays, digital programs and incentives propelled shoppers to purchase Zespri’s kiwifruit, keeping the Zespri brand in the No. 1 position across the category in terms of total sales and total dollar growth, the release said.
“Zespri has sold over five times the amount of dollar sales this season compared to the next largest competitor,” said Bianca Fiedler, Zespri’s trade marketing director. “The growth is driven primarily by Zespri’s SunGold Kiwifruit with a 15% increase in dollar sales and 11% in volume sales [versus] a year ago.”
“The IFPA trade show is a welcomed industry event,” Wilson said. “We look forward to meeting with retailers and key industry leaders, showcasing our kiwifruit and Zespri spirit.”
To kick off the IFPA events, Zespri will co-sponsor the welcome reception where attendees can enjoy SunGold kiwi-inspired dishes and cocktails and meet with the Zespri team. Zespri employees will also showcase their creative costumes and contagious energy during the 5K race as both a participant and sponsor, the release said. SunGold kiwifruit will be available for runners participating in the 5K race.
All attendees can stop by Zespri’s booth to learn more abut its kiwifruit, meet with colleagues to start planning for 2025 and sample Zespri kiwifruit. SunGold Kiwitinis will be served during a happy hour from 12-5 p.m. during both days of the show, the release said. The KiwiBrothers, Green and SunGold, will showcase their witty, humorous personalities as they pose for photos at the Zespri booth, the company said.
