Zespri’s Taste the Obsession consumer campaign generated over 1 billion impressions and boosted new household usage of SunGold kiwifruit. (PHOTO: Zespri)
ORANGE COUNTY, CA (October 5, 2023) – Industry professionals and retailers are encouraged to stop by Zespri’s BB #:141270 booth #3293 during the IFPA Global Produce & Floral Show to meet with regional and international staff and to taste refreshingly sweet ZespriTM SunGoldTM Kiwi samples and Kiwitinis.
Attendees are invited to join in the SunGold Kiwi obsession and win the newly released premium Smartwatch.
“Our booth is always buzzing bringing to life the boldness and fun of our remarkable kiwifruit,” explains Jeanne Wilson, Zespri’s Head of Marketing for North America. “Our booth will extend the excitement of our omnichannel consumer campaign that increased demand this year sending shoppers to stores looking for the #1 fastest-growing category in the fruit bowl.”
Zespri’s Taste the Obsession consumer campaign generated over 1 billion impressions and boosted new household usage. The campaign highlighted the passion and care that goes into growing Zespri’s Kiwifruit in an unexpected, playful way through sampling activations, influencers and paid media advertising. Influencers shared their love for Zespri’s SunGold Kiwi and encouraged consumers to try the SunGold during sampling events. Once consumers tried the SunGold Kiwi, they were obsessed. One person stated, “These are the best-tasting kiwi, you guys weren’t kidding. It’s a flavor explosion.”
Not only did Zespri’s campaign help drive consumers to stores but it helped maintain Zespri’s SunGold Kiwi position as the top driver of growth for the category, accounting for over half of the total dollar gains in the category this season. Due to the faster growth rate, the Zespri brand continues to strengthen the category share of 54% (up +4 points vs. the prior year). Zespri SunGold Kiwi is the main growth driver, with sales increasing +20%.
“Strong demand and overwhelmingly positive consumer sentiment reinforces our campaign success,” states Wilson. “Our goal at the IFPA tradeshow is to showcase this excitement through our event activations and sampling. Attendees can experience this enthusiasm and Obsession firsthand.”
This is Zespri’s sixth year as an exhibitor. Freshly cut SunGold Kiwifruit will be sampled during show hours along with a fun Happy Hour serving SunGold Kiwitinis, from 12 p.m. to 5 p.m. on both days. Attendees who want to show their Obsession for SunGold Kiwi can roll up their sleeve to get an airbrushed kiwi-inspired tattoo. All attendees with an airbrushed tattoo will be entered for a chance to win the newly released, premium Smartwatch.
To kick off the trade show, Zespri is co-sponsoring the Welcome Reception, where attendees can enjoy SunGold specialty dishes and beverages and meet with the Zespri team. Zespri will also sponsor the Race for a Healthier World 5K and provide runners with a refreshing SunGold Kiwi to refuel afterward. Zespri is known for its creative costumes and continuous energy during the 5K race and the Zespri team will, once again, be competing for the coveted title of Best Team Attire and Best Team Spirit award. Retailers are encouraged to pre-schedule executive meetings prior to the show. All attendees can stop by Zespri’s high-energy booth #3293 to learn more about the #1 fastest-growing fruit.
Zespri’s consumer campaign sampling event encouraged trial and drove consumers to stores. IFPA attendees can show their Obsession for the #1 fastest-growing fruit by visiting Zespri’s high-energy booth #3293 to meet with regional and international team members and taste the SunGoldTM Kiwi.
ABOUT ZESPRI GROUP, LTD.
Zespri is 100 percent owned by current and former kiwifruit growers and has a global team of 850 based in Mount Maunganui and throughout Asia, Europe and the Americas. Our purpose is to help people, communities and the environment thrive through the goodness of kiwifruit, and we work with 2,800 growers in New Zealand and 1,500 growers offshore to provide consumers with fresh, healthy and great-tasting Zespri Green SunGold Kiwifruit and Zespri Organic Kiwifruit. Zespri is committed to sustainability, with areas of improvement identified right through the supply chain including our pledge that by 2025 we will use 100 percent reusable, recyclable or compostable packaging, do more to help the environment, and work with our partners to be carbon positive by 2035. Please visit zespri.com/en-US.
Contact: Jill Netzel
Fusion (818) 718-8084
jnetzel@gowithfusion.com
ORANGE COUNTY, CA (October 5, 2023) – Industry professionals and retailers are encouraged to stop by Zespri’s BB #:141270 booth #3293 during the IFPA Global Produce & Floral Show to meet with regional and international staff and to taste refreshingly sweet ZespriTM SunGoldTM Kiwi samples and Kiwitinis.
Attendees are invited to join in the SunGold Kiwi obsession and win the newly released premium Smartwatch.
“Our booth is always buzzing bringing to life the boldness and fun of our remarkable kiwifruit,” explains Jeanne Wilson, Zespri’s Head of Marketing for North America. “Our booth will extend the excitement of our omnichannel consumer campaign that increased demand this year sending shoppers to stores looking for the #1 fastest-growing category in the fruit bowl.”
Zespri’s Taste the Obsession consumer campaign generated over 1 billion impressions and boosted new household usage. The campaign highlighted the passion and care that goes into growing Zespri’s Kiwifruit in an unexpected, playful way through sampling activations, influencers and paid media advertising. Influencers shared their love for Zespri’s SunGold Kiwi and encouraged consumers to try the SunGold during sampling events. Once consumers tried the SunGold Kiwi, they were obsessed. One person stated, “These are the best-tasting kiwi, you guys weren’t kidding. It’s a flavor explosion.”
Not only did Zespri’s campaign help drive consumers to stores but it helped maintain Zespri’s SunGold Kiwi position as the top driver of growth for the category, accounting for over half of the total dollar gains in the category this season. Due to the faster growth rate, the Zespri brand continues to strengthen the category share of 54% (up +4 points vs. the prior year). Zespri SunGold Kiwi is the main growth driver, with sales increasing +20%.
“Strong demand and overwhelmingly positive consumer sentiment reinforces our campaign success,” states Wilson. “Our goal at the IFPA tradeshow is to showcase this excitement through our event activations and sampling. Attendees can experience this enthusiasm and Obsession firsthand.”
This is Zespri’s sixth year as an exhibitor. Freshly cut SunGold Kiwifruit will be sampled during show hours along with a fun Happy Hour serving SunGold Kiwitinis, from 12 p.m. to 5 p.m. on both days. Attendees who want to show their Obsession for SunGold Kiwi can roll up their sleeve to get an airbrushed kiwi-inspired tattoo. All attendees with an airbrushed tattoo will be entered for a chance to win the newly released, premium Smartwatch.
To kick off the trade show, Zespri is co-sponsoring the Welcome Reception, where attendees can enjoy SunGold specialty dishes and beverages and meet with the Zespri team. Zespri will also sponsor the Race for a Healthier World 5K and provide runners with a refreshing SunGold Kiwi to refuel afterward. Zespri is known for its creative costumes and continuous energy during the 5K race and the Zespri team will, once again, be competing for the coveted title of Best Team Attire and Best Team Spirit award. Retailers are encouraged to pre-schedule executive meetings prior to the show. All attendees can stop by Zespri’s high-energy booth #3293 to learn more about the #1 fastest-growing fruit.
Zespri’s consumer campaign sampling event encouraged trial and drove consumers to stores. IFPA attendees can show their Obsession for the #1 fastest-growing fruit by visiting Zespri’s high-energy booth #3293 to meet with regional and international team members and taste the SunGoldTM Kiwi.
ABOUT ZESPRI GROUP, LTD.
Zespri is 100 percent owned by current and former kiwifruit growers and has a global team of 850 based in Mount Maunganui and throughout Asia, Europe and the Americas. Our purpose is to help people, communities and the environment thrive through the goodness of kiwifruit, and we work with 2,800 growers in New Zealand and 1,500 growers offshore to provide consumers with fresh, healthy and great-tasting Zespri Green SunGold Kiwifruit and Zespri Organic Kiwifruit. Zespri is committed to sustainability, with areas of improvement identified right through the supply chain including our pledge that by 2025 we will use 100 percent reusable, recyclable or compostable packaging, do more to help the environment, and work with our partners to be carbon positive by 2035. Please visit zespri.com/en-US.
Contact: Jill Netzel
Fusion (818) 718-8084
jnetzel@gowithfusion.com
