Zespri is building on its successful consumer campaign of ‘”Let Your Taste Wander” and encouraging retailers to wander to the Zespri booth (No. 3085) to see the new look and feel of the SunGold clam pack; taste a refreshing Kiwirita or super smoothie; and join the fun by playing S’KIWI Ball against industry friends for a chance to win a new iPhone 11 Pro.
In addition to the lively booth atmosphere that represents the company culture, Zespri’s regional and international staff will meet with key retailers and industry partners to discuss customized programs to continue driving sales and success with Zespri’s proprietary kiwifruit varieties.
“Our global Zespri team looks forward to PMA each year,” said Sarah Deaton, Zespri’s shopper marketing manager. “It gives us the forum to bring our brand to life and update the industry on the growing consumer demand for SunGold and other varieties as well as the strong marketing investment behind our brand. Our goal is to help retailers and industry partners increase their sales and show them how we are committed to growing the kiwifruit category.”
The “Let your Taste Wander” campaign drove consumers to stores looking for the unique SunGold kiwifruit flavor through digital and print advertising and an interactive consumer contest. The campaign aimed to help shoppers explore outside of their typical fruit selections and break from their predictable grocery shopping routines. The theme is represented in Zespri’s booth décor and messaging at PMA.
Moreover, the campaign helped propel Zespri’s SunGold to the No. 1 branded kiwi in the category, up 19 percent vs. last year. Overall, Zespri dollar sales have increased over 28 percent vs. a year ago, which is five times faster than the total kiwifruit category.
“Zespri’s success can also be attributed to the new packaging design and merchandising displays,” added Deaton. “We launched the season with a new look and feel for our SunGold, Green and organic varieties. The graphics convey the nutritional information as well as the simplicity of eating on the go by simply cutting, scooping with a spoon and enjoying its tropical, sweet taste. The refreshed packaging will be on display at the New Product Showcase.”
As Zespri participates in its fourth year as an exhibitor, its fun, brand spirit keeps the momentum going. Zespri is co-sponsoring the Welcome Reception, where attendees can enjoy SunGold and Green kiwifruit dishes and beverages and meet with the Zespri team. Zespri will also sponsor the 5K Race For Talent. Runners can cool off and refresh with a SunGold kiwi after the race. As the recipient of the Best Team Attire award last year, Zespri will display their creativity with this year’s costume and lively booth activities. Zespri’s market development managers will be at the booth ready to customize programs for retailers and provide them with the tools and resources to help grow their sales.
