Zespri Launches "A Real Snack for Real Life" Consumer Campaign Designed to Drive Retail Traffic
- by Jessica Donnel
ORANGE COUNTY, CA - Zespri is revving its engines and driving traffic at retail with its new consumer campaign, A Real Snack for Real Life. The national digital campaign, which launched June 6 and will run through October 15 during the heart of Zespri season, features SunGold kiwifruit and brings the Zespri brand to life with in-store demos, point-of-sale materials, geo-targeted digital couponing, display contests, billboards in select markets, and a “Real Giveaways for Real Life” promotion.
“Our campaign combines a variety of consumer touchpoints nationally and locally that will target moms and build brand awareness for Zespri SunGold and other varieties of Zespri Kiwifruit,” said Zespri’s Marketing Manager for North America Sarah Deaton.
The campaign not only communicates to parents the deliciousness and nutritiousness of SunGold Kiwifruit as a snack everyone in the family will love, but also takes the idea that just like a SunGold Kiwifruit, parenting isn’t always pretty on the outside, but it’s always real, and encourages consumers to embrace life’s imperfections with this tropically sweet and easy-to-eat healthy snack that fits in with real lives.
With custom header and POS cards touting the brand and contest info, in-store ads and integrated social and digital components, as well as geo-targeting efforts, Zespri is hoping to bring top-of-mind awareness to SunGold and other varieties of Zespri Kiwifruit. And to get more retailers involved, regional display contests are planned to promote the trial of SunGold and encourage in-store visibility and sales.
As part of the campaign, consumers can enter daily for a chance to win a grand prize pack valued at $15,000. According to a press release, winners can choose from prizes ranging from a staycation at a luxury hotel; a cleaning service; grocery delivery; or a college fund starter to name a few. Weekly winners will also be selected for smaller prizes throughout the promotion.
Retailers are encouraged to contact their regional market development manager to develop a customized program, and to receive their POS sales material, contest information, and demo kits.
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