Zespri’s first-ever charter vessel to the U.S. arrived in the Port of Los Angeles on May 9 delivering SunGold™ kiwifruit to meet growing consumer demand. This shipment kicks off another anticipated season as more consumers look for delicious and nutritious options to add to their basket. Zespri’s integrated consumer campaign is designed to communicate the benefits of SunGold™ and drive traffic to retailers carrying the brand.
Zespri’s first-ever charter vessel to the U.S. arrived in the Port of Los Angeles on May 9, delivering SunGold kiwifruit.
“Our SunGold kiwifruit continues to be on-trend,” says Susan Noritake, Zespri’s head of sales for the North American market. “Zespri™ is the #1 fastest growing fruit in the fruit bowl, outpacing total fruit by 12 points. SunGold kiwi accounts for 63 percent of the category’s growth.* We have a lot of marketing resources available for retailers, including customized programs and free shipper displays, to help them capitalize on the increasing demand.”
To drive brand awareness and purchases, Zespri’s “Go Sweet. Be Bold” consumer campaign includes digital media, social media and influencer marketing along with mass sampling efforts at major events. The campaign encourages shoppers to break from the mundane and shake up the contents of their fruit bowl with SunGold kiwifruit. Zespri is using high-reach digital channels including Facebook, Instagram, Pinterest and YouTube. And to entice shoppers to buy in-store, Zespri’s new shipper displays feature bright, eye-catching graphics highlighting the sweet taste and nutrition messages from the integrated campaign.
Zespri’s new shipper displays feature bright, eye-catching graphics highlighting the sweet taste and nutrition messages from the integrated campaign.
“Retailers can increase their sales more than 200 percent by placing our display merchandisers in their produce section,” says Noritake. “Kiwi is also a basket builder in the fruit department. Just by adding kiwi to the basket with other fruit items, the basket size increases +$34 on average.” **
In addition to the high-volume crop globally this year, the exceptional weather conditions have Zespri positioned for another season of great tasting kiwifruit. Zespri’s sales reps have been developing customized programs for retailers across the U.S. Retailers who still need to plan programs are encouraged to reach out to their Zespri sales rep.
Sources: IRI Total U.S. – Latest 52 weeks ending 3/31/22*
Numerator – Latest 52 weeks ending 3/31/2022**
For more information:
Jill Netzel
Zespri
Tel: +1 (818) 718-8084
jnetzel@gowithfusion.com
https://www.zespri.com