ORANGE COUNTY, CA - Only sunny days ahead for Zespri®, as the company gears up for another strong season. Beloved by consumers, the popular SunGold Kiwifruit arrived late last week. For those who dig the tropical-sweet taste and longer shelf life, SunGold will soon be supported by a new consumer campaign in hopes of adding a little zest to the Zespri brand.
“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,” Ben Hughes, General Manager for the Americas, explained in a press release. “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!”
The campaign will be promoted at retail with in-store demos, custom point of sale materials, trade advertising, and a tailored shopper marketing campaign. Zespri also plans on continuing its integrated digital campaign, which geo-targets shoppers and reaches them at different points throughout their day, ensuring that Zespri brings top-of-mind awareness to SunGold and other varieties of kiwifruit. On top of all this, regional display contests are in the works, hoping to encourage the trial of SunGold.
“Zespri has invested heavily in both consumer and trade programs to drive the growth of SunGold. We are expanding on our success from last year by implementing more programs through a variety of marketing channels,” said Hughes. “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.”
Due to this extended season, Zespri stated that it will be growing in different regions to ensure SunGold availability.
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