Plan Retail Promotions With The Sweeter, Golden Kiwi Season Start
April 14, 2021 at 03:00
Zespri Launches Exciting SunGoldTM Marketing Campaign Driving Shoppers to Stores
NEWPORT BEACH, CA, April 14, 2021 /24-7PressRelease/ -- Retailers can plan for another successful season with the leader in kiwifruit as Zespri begins shipping its fruit in mid May. Leading the sales growth is Zespri's SunGold, which is now the #1 largest and top-growing kiwifruit. Consumers love the taste of SunGold and making it easier to find at the store level can help drive sales. Shoppers are better able to locate SunGold in the produce section with its newly designed vertical packaging, which is stackable and easier to merchandise.
"Zespri is the world leader in premium kiwifruit and our kiwi is outpacing total fruit growth by eight points," explains Sarah Deaton, Zespri's shopper marketing manager. "With Zespri SunGold Kiwifruit we achieved +47 percent sales growth through 2020 and there is continued high consumer demand making it a basket value driver. Our market development managers are available to help retailers develop in-store promotions created specifically for their shoppers to increase sales."
To build on the success of its popular SunGold Kiwifruit variety, Zespri is introducing "Taste It To Believe It," a 360o marketing campaign highlighting the unexpected flavor experience consumers have when they try a Zespri SunGold Kiwifruit for the first time. Consumers will be enticed to try Zespri SunGold Kiwifruit through various touch points during Zespri's consumer sampling program across the U.S. The digital component will include social, email, online video and display advertising in addition to driving trial with Free Standing Inserts, direct mail, Ibotta and coupons.com campaign and event activations.
"After a year of restrictions, consumers are ready to bite into the summer of 2021! We will amplify our 'tasty-monials' from our online fan base creating excitement for our sweet, golden kiwi that has both flavor and superior nutrition with three times more vitamin C than an orange and a combination of more than 20 vitamins and minerals. It is poised to help consumers thrive on their health and wellness journey," states Deaton.
The consumer campaign will carry through Zespri's updated creative on the in-store display showing the yellow, juicy texture of Zespri SunGold Kiwifruit and "Tastes Like Wow" graphics along with nutritional information. "The bold graphic on the packaging sleeve and display captures the burst of flavor consumers get when they bite into Zespri SunGold Kiwifruit," explains Deaton. The display also features a QR code to drive consumers to the website for recipes and details on the promotion. Due to the success of the display shipper and package design, Zespri increased the order quantity by 300 percent over the prior year to meet demand.
Retailers are encouraged to build large, eye-catching displays in and out of the produce section to drive incremental sales. As an example, one retailer featured Zespri SunGold Kiwifruit for a month, which included a TPR and three display bins at the front of the store. The result averaged a 200 percent dollar sales lift over the month. Additionally, an independent study indicated that shoppers rated their shopping experience higher when Zespri SunGold Kiwifruit was on display.
Sources: IRI Total U.S. - Latest 52 weeks ending 2/21/21. Test and Control Independent Study conducted by InMar William Bishop IRI Retailer RMA - 2020 NZ Season
ABOUT ZESPRI GROUP, LTD.
Zespri is one of the world's most successful horticulture marketing companies and the Zespri brand is recognized as the world leader in premium quality kiwifruit. Based in Mount Maunganui, New Zealand, we are 100 percent owned by current or past kiwifruit growers, and employ over 600 people in New Zealand, Asia, Europe and the Americas. On behalf of our 2,800 growers in New Zealand and 1,500 growers based elsewhere, Zespri manages kiwifruit innovation and supply management, distribution management and marketing of Zespri Green, Zespri SunGold, and Zespri Organic. For more information on Zespri North America, please visit zespri.com/en-US.
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