Zespri is highlighting the new SunGold kiwifruit clamshell at its Produce Marketing Association’s Fresh Summit booth, and offering Kiwiritas and a chance to play S’KIWI ball.
For the uninitiated, that’s kiwi-flavored margaritas, and skee-ball, which comes with the chance to win an iPhone 11 Pro.
Zespri’s regional and international staff will be on hand to talk with retailers about customized programs during the Fresh Summit expo Oct. 18-19 in Anaheim, Calif., according to a news release. The company is at booth No. 3085.
“It gives us the forum to bring our brand to life and update the industry on the growing consumer demand for SunGold and other varieties as well as the strong marketing investment behind our brand,” Sarah Deaton, Zespri shopper marketing manager. “Our goal is to help retailers and industry partners increase their sales and show them how we are committed to growing the kiwifruit category.”
Zespri’s Let Your Taste Wander consumer campaign used digital and print advertising, along with an interactive consumer contest, to spur sales. The campaign helped boost Zespri SunGold to the No. 1 branded kiwifruit spot, according to the company, citing IRI data of total U.S. multi-outlet sales (from May 12-Sept.8), with a 19% increase from the same period last year, according to the release.
The new SunGold clamshell will be featured in Fresh Summit’s New Product Showcase.
“Zespri’s success can also be attributed to the new packaging design and merchandising displays,” Deaton said in the release. “We launched the season with a new look and feel for our SunGold, Green and organic varieties. The graphics convey the nutritional information as well as the simplicity of eating on the go by simply cutting, scooping with a spoon and enjoying its tropical, sweet taste.”
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