Zespri is kicking off its SunGold kiwifruit season with a new consumer campaign, in-store demos, custom point-of-sale materials and other retail promotions.
Zespri is building a network for year-round supply of the golden kiwifruit variety, including production in Italy, according to a news release. SunGolds began arriving in early May.
“Zespri has invested heavily in both consumer and trade programs to drive the growth of SunGold,” Ben Hughes, Zespri’s general manager for the Americas, said in the release. “We are expanding on our success from last year by implementing more programs through a variety of marketing channels. Our goal is to target 50% growth for the coming year.”
The company’s “Sweet Success with SunGold” trade ad campaign, with a combination of print/digital ads, along with regional display contests, is planned to encourage retail support.
Zespri plans to continue a successful integrated digital campaign, geo-targeting shoppers at different touch-points through the day, bringing awareness of SunGold and other Zespri kiwifruit, including green varieties and organic options.
Zespri SunGold and green varieties, as well as organic options of the varieties, will be available in bulk and 1- and 2-pound clamshell packs.
“The campaign will communicate to moms how Zespri SunGold kiwifruit is a deliciously nutritious snack that their kids will love,” Hughes said in the release
For more information on the Sweet Success with SunGold campaign, retailers can contact regional market development managers at Zesprikiwi.com/industry-resource.
