Zespri launches consumer contest to drive kiwifruit consumption
Zespri has launched a national contest designed to encourage shoppers to try its SunGold Kiwifruit. The “Go Sweet. Be Bold” campaign will incentivize shoppers to win prizes, which will drive purchases at the store, the Orange County, Calif.-based company said.
Shoppers have a chance to win an ultimate grand prize, cash and more by posting a photo/video on Instagram, Twitter, or TikTok of their first bite into SunGold Kiwifruit. When posting, consumers are asked to tag @zesprikiwifruit and use the #GoSweetBeBold and #Contest. They can also participate by uploading their submission at GoSweetBeBold.com.
To help promote the contest at retail, Zespri has free POS header cards that attach to the shipper displays, which feature graphics from the integrated Go Sweet. Be Bold consumer campaign. The header cards are available in both small and large sizes that can clip to the shipper, end caps or shelves. A QR code is printed on the header card allowing consumers to quickly scan for contest details.
“Building large, eye-catching displays of Zespri SunGold during the contest period will help shoppers easily find our kiwifruit,” Jeanne Wilson, Zespri’s head of marketing for the North American market, said in a release. “Retailers can increase their sales more than 200% by placing our display units in their produce section,” added Wilson, citing IRI data from the 52 weeks ending March 31, 2022.
The contest started June 1 and runs through Sept. 26, 2022. Retailers can promote the contest through their social channels.
To amplify the contest, Zespri said it is working with top influencers that will post organic content to reach their followers along with boosted posts to generate additional impressions. Zespri is partnering with mindbodygreen, a lifestyle media brand, to promote the contest through its influencers and social channels. To further encourage trial and participation, Zespri is rolling out mass sampling efforts at major events across the U.S.
Through the dedicated website at GoSweetBeBold.com, details on the rules and regulations of the contest will be available in addition to the list of prizes. The $5,000 grand prize includes a premium exercise bike with a year-long fitness subscription, bike mat, weights and cycling shoes; and $2,500 cash prize. The two runner-up prizes both include one $750 Class Pass Digital Gift Card and one $1,250 cash prize.
Zespri encourages retailers to contact their Zespri sales representative for customized programs and any questions or information needed to promote the national campaign.
