ORANGE COUNTY, CA – For the last year, Zespri has been making strides in the U.S. market with its innovative SunGold variety, while also working to grow the category with the exceptionally-sweet, long-lasting offering. And the company is starting the new season with a bang—with new trade and consumer campaigns, complete with customizable retail solutions.
“We are set for a strong season from May through November,” noted Glen Arrowsmith, North American Market Manager, in a press release. “Our regional market development managers are excited to help retailers build a customized category program developed for the specific shopping patterns of their customers.”
The company has launched its new “Sweet Success with SunGold” trade advertising campaign, with frequency ads in a variety of print and digital trade publications. Zespri has also cultivated its “Celebrate the SunGold” consumer campaign, targeting specific markets with billboard advertising and social and digital components that were designed to convey joy, optimism, and excitement by leveraging SunGold as a moment of celebration with the season arrival.
“I’m excited about our investment to drive the category,” added Arrowsmith. “This season is projected to increase in SunGold over last year’s kiwifruit season. Our trade and consumer programs will support this initiative. It really will be a season to celebrate.”
To further drive consumer awareness of the brand, Zespri has also launched a geo-targeted campaign to reach consumers through integrated apps; shoppers will receive Zespri ads with location-based messaging while shopping at their local retailer. The company hopes this technology will help bring top of mind awareness to SunGold and other varieties of Zespri.
Retailers can order point-of-purchase displays and other merchandising material featuring the “Celebrate the SunGold” consumer graphics through Zespri.
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