Zespri™ to Launch New Marketing Campaign at Southern Exposure; Jeanne Wilson Details
ORANGE COUNTY, CA - Come one, come all to booth #621 at the Southeast Produce Council’s upcoming Southern Exposure event. There, you will find the Zespri™ team and its enticing kiwifruit offerings. Zespri will also be highlighting its new merchandising displays with updated graphics, highlighting this year’s Taste the Obsession marketing campaign.
“Our campaign tells our bold, brand story of the passion and care that goes into growing our kiwifruit in an unexpected, playful way,” explained Jeanne Wilson, Head of Marketing for North America. “We’re excited to build upon our growing category success as we collaborate with retailers nationwide to develop customized programs and build impactful displays for our Zespri SunGold™ and Green Kiwifruit.”
Due to its digital media spend, strong influencer partnerships, and robust event sampling programs, Zespri has played a significant role in growing the kiwifruit category. Zespri is running digital programs including social, email, online video, and display advertising in addition to driving trials for SunGold Kiwifruit with Ibotta, digital coupons, and event activations.
“The SEPC trade show is an ideal opportunity for retailers to meet with Zespri’s team to start planning for the season before our fruit ships in May,” states Wilson. “Shoppers are unique so one program doesn’t work across all regions. We are available to customize programs designed for each retailer’s specific shopper needs. We are excited to help retailers grow their sales by using our marketing resources, displays, and knowledge of merchandising and promoting kiwifruit that is the most profitable for them.”
And, with new merchandisers on deck, the category is poised to achieve even further growth.
“The bold, attention-grabbing graphics on the display tie into the consumer campaign, which will be cohesive across all marketing channels,” explained Wilson. “Zespri Kiwifruit is a high growth, everyday item now, and it sells best when it is prominently displayed because it adds incremental sales to the produce department. It is no longer viewed as an exotic fruit. Shoppers can’t get enough of this nutritious and deliciously sweet fruit.”
Be sure to check out Zespri’s booth at the show!
