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Zespri campaign seeks to drive traffic at retail

An exciting new consumer campaign brings the Zespri brand to life with a national digital campaign supported by in-store demos, point-of-sale materials, geo-targeted digital couponing, display contests and billboards in select markets and a “Real Giveaways for Real Life” promotion.

ZESPRI 7x11MockREV2 6-7-18 The campaign, which launched June 6 and will run through Oct. 15 during the heart of the Zespri season, features SunGold kiwifruit and is designed to drive traffic at retail.

“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 Sarah Deaton, Zespri’s marketing manager for North America.

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. Just like a Zespri SunGold Kiwifruit, parenting isn’t always pretty on the outside, but it’s always real. The campaign encourages 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.

To build on the creative platform and brand visuals, Zespri fans are driven to a microsite promoting “Real Giveaways for Real Life.” Visitors to the microsite will enter their information for a chance at winning a grand prize pack valued at $15,000, and they choose their prizes.  Fans can enter daily and weekly winners will be selected for smaller prizes throughout the promotion. Prizes range from practical and helpful to just plain fun. They can choose a staycation at a luxury hotel, cleaning service, grocery delivery or a college fund starter, to name a few.

Zespri will reach shoppers through in-store execution with POS cards to include the brand and contest information. Custom header cards are also available. In-store ads and integrated national social and digital components support the campaign. Zespri will geo-target shoppers reaching them at different touch points throughout their day. These digital tools help bring top-of-mind awareness to SunGold and other varieties of Zespri Kiwifruit.

Additionally, regional display contests are planned to promote and encourage the trial of SunGold. The larger displays increase in-store visibility, which leads to consumer trial and increased sales velocity.

Retailers are encouraged to contact their regional  market development manager at Zesprikiwi.com/industry-resource to develop a customized program, and to receive their POS sales material, contest information and demo kits.