Zespri says it’s taking its “Taste the Obsession” consumer campaign to a new level by offering consumers a chance to win a trip to New Zealand to visit its orchards and meet its passionate growers. The lucky recipients of Zespri’s sweepstakes can learn firsthand why Zespri SunGold Kiwifruit is a winner of the Good Housekeeping Healthy Snack Awards for a third year, according to a news release.
“Our Taste the Obsession consumer campaign tells our bold, brand story of the passion and care that goes into growing our kiwifruit in an unexpected, playful way, and what better way to show that than offering a chance to experience a trip to where it all starts,” Jeanne Wilson, Zespri’s head of marketing for North America, said in the release. “The lucky winner of the sweepstakes will enjoy an eight-day, seven-night trip including a visit to a Zespri orchard and New Zealand adventures ranging from ziplining to a dolphin cruise.”
Zespri’s “Taste the Obsession” consumer campaign takes an omnichannel approach that includes a digital component with social, email, online video, display advertising and Ibotta — all designed to generate excitement and drive shoppers to stores, the release said.
To encourage consumers to participate in the sweepstakes, Zespri is promoting it at sampling events, through meal kits, on social platforms and on its website landing page. There is no purchase necessary, and consumers can add their name and email address for a chance to win at the sweepstakes website.
Sampling activations, influencers and paid media advertising are driving new users to stores to search for the kiwi brand, the release said.
Zespri recommends that retailers increase sales by placing eye-catching merchandising displays prominently so shoppers can easily find SunGold Kiwifruit.
Additionally, retailers can increase purchases by promoting the sweepstakes through their websites and social channels during the contest period, which runs through Oct. 1, the release said.
Another driver of traffic to retail stores is Zespri’s SunGold Kiwifruit being recognized in Good Housekeeping’s 2023 Best Snack Awards.
“Being recognized in the 2023 Good Housekeeping Best Snack Awards in the Powerhouse Produce category for the third year in a row supports our position on growing for taste, not just size or yield,” Wilson said. “We are pleased that our SunGold Kiwifruit is a healthy snack acknowledged by health professionals and enjoyed by consumers.”
For Zespri’s “Taste the Obsession” consumer campaign details and official sweepstakes rules and regulations, retailers can visit the Zespri sweepstakes website or contact their Zespri sales representative.
