Zespri is encouraging retailers to “Get With the Program” as it launches the season with new packaging and programs targeting retailers and consumers.
Zespri’s national consumer campaign, “Let Your Taste Wander,” has several in-store elements to help drive retail traffic. The company’s retail trade campaign, “Get with the Program,” encourages retailers to meet with Zespri’s market development managers to create customized retail programs designed for their unique shoppers.
“Zespri is investing in growing consumer demand,” said Sarah Deaton, Zespri’s shopper marketing manager. “Our SunGold brand awareness has increased over 41 percent nationally and over 117 percent in top U.S. cities year over year. We finished last season with a strong 47 percent growth in our proprietary SunGold variety, with plans to continue to invest for growth in the coming season.”
Retailer success is dependent on increased visibility in store. The company says, on average, retailers who fully execute Zespri’s SunGold Kiwifruit programs receive increases in their incremental sales. A recent third-party study has shown a 96 percent dollar increase when doubling the size of the kiwifruit display to 6 ft. x 2 ft. Multiple display locations also help increase sales, the company says. Additionally, the third party study indicated that merchandising kiwifruit next to berries and grapes increased kiwifruit sales by 80 percent.
Zespri’s market development managers are available to meet with retailers to customize programs and provide in-store signage, along with a digital integrated campaign to geo-target shoppers to reach them at different touch points throughout their day.
Zespri’s consumer campaign reminds consumers Zespri SunGold Kiwifruit is a healthy snack eaten on the go and encourages consumers to “let your taste wander.” The campaign is aimed to help shoppers explore outside of their typical fruit selections and break from their predictable grocery shopping routines.
As part of the promotion, Zespri encourages consumers to wander and experience new things in their daily lives, earning badges to win prizes such as airline miles and family adventure vacations.
SunGold, Green and Organic varieties will be available at retail in bulk, one-pound and two-pound clam packs.
Zespri SunGold Kiwifruit is available May through February. The New Zealand season ends in November and Zespri Kiwifruit from Italy will extend the season through February. SunGold Kiwifruit from Italy is grown to the same strict standards.