Market Development Managers Creating Solid Programs at Retail
NEWPORT BEACH, CA, May 11, 2018 /24-7PressRelease/ — Zespri is set for another strong season with the first SunGold Kiwifruit arriving late last week. Consumers have embraced the tropical-sweet taste and longer shelf life of the SunGold, which will be strongly supported this season with an exciting new consumer campaign bringing the Zespri brand to life; and promoted at retail with in-store demos, custom point of sale materials, trade advertising and a tailored shopper marketing campaign.
“Zespri has invested heavily in both consumer and trade programs to drive the growth of SunGold,” explains Ben Hughes, Zespri’s general manager for the Americas. “We are expanding on our success from last year by implementing more programs through a variety of marketing channels.”
Zespri is planning to extend the availability by growing SunGold and Green Kiwifruit in different locations, such as Italy. Zespri’s point of difference is that they grow for taste and quality, not volume. The crop is comprehensively tested to make sure it is picked at the right time to ensure an optimal level of sweetness. Zespri is excited to expand the distribution of SunGold and to reinvigorate the kiwifruit category.
“Due to the phenomenal response from retailers and consumers, we are expanding supply beyond our May to November season. Our market development managers are working with each retailer to make sure they have programs in place to promote Zespri SunGold throughout the extended season,” states Hughes.
To promote SunGold Kiwifruit in-store, Zespri will plan to run a variety of promotions including regional display contests to promote and encourage the trial of SunGold. The larger displays increase in-store visibility, which leads to consumer trial and increased sales velocity. For more information, retailers can contact their regional market development manager at Zesprikiwi.com/industry-resource.
“We are excited to launch our new consumer campaign, ‘Zespri SunGold Kiwifruit. A real snack for real life,’ which will build awareness for our Zespri brand and, more specifically, SunGold,” Hughes explains. The campaign will communicate to moms how Zespri SunGold Kiwifruit is a deliciously nutritious snack that their kids will love. Parents feel a constant pressure to be perfect, but real life isn’t perfect. We want them to embrace life’s imperfections and feel good about themselves and everything they do for their families. SunGold Kiwifruit is tropically sweet, full of nutrients and easy-to-eat – something everyone in the family will love. It’s a real snack that fits their real lives!”
Zespri will also reach consumers with the continuation of a successful integrated digital campaign. Zespri will be geo-targeting shoppers reaching them at different touch points throughout their day. These digital tools help bring top-of-mind shopper awareness to Zespri SunGold, Green and Organic Kiwifruit.
Zespri International exports premium kiwifruit to 59 countries and is recognized as one of the world’s most successful horticulture marketing companies. Based in Mount Maunganui, New Zealand, Zespri is 100 percent owned by current or past NZ kiwifruit growers, and employs around 500 people in New Zealand, Asia, Europe and the Americas. The Zespri brand is the global leader in premium quality kiwifruit. On behalf of 2,500 growers in New Zealand and 1,200 growers based elsewhere, Zespri manages kiwifruit innovation and supply management, distribution management and marketing of Zespri Green, Zespri SunGold and Zespri Organic. For more information on Zespri North America, please visit www.zesprikiwi.com.
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