Zespri is starting the season with new kiwifruit packaging and a national campaign, Let Your Taste Wander.
Zespri also is launching a retail trade campaign, Get with the Program, to encourage retailers to meet with Zespri representatives to create retail programs designed for their shoppers, according to a news release.
“Zespri is investing in growing consumer demand,” Sarah Deaton, Zespri’s shopper marketing manager, said in the release. “Our SunGold brand awareness has increased over 41% nationally and over 117% in top U.S. cities year over year. We finished last season with a strong 47% growth in our proprietary SunGold variety, with plans to continue to invest for growth in the coming season.”
Let Your Taste wander encourages consumers to change their typical fruit purchases and shopping routines, “to wander and experience new things in their daily lives, earning badges to win fun prizes and bigger experiences including airline miles, and family adventure vacations,” according to the news release.
The promotion will be featured on Hulu TV, “People” magazine, “Martha Stewart Living,” and health publications, according to the release.
Zespri SunGolds are available May through February, according to the release. When the season ends in New Zealand in November, Zespri production is in Italy through February, according to the release.
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