Orange County, California-based Zespri will showcase its new merchandising displays highlighting this year’s “Taste the Obsession” marketing campaign during the SEPC Southern Exposure trade show March 2-4 in Orlando, Florida.
“Our campaign tells our bold, brand story of the passion and care that goes into growing our kiwifruit in an unexpected, playful way,” said 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 SunGoldTM and Green Kiwifruit.”
Zespri has used marketing efforts to drive awareness and sales for kiwifruit. Due to its digital media spend, influencer partnerships and event sampling programs, Zespri has gained new households at a steady rate across the U.S. and accelerated in areas where it has strong synergy between marketing support and sales partnerships.
Zespri is running digital programs this year including social, email, online video and display advertising, in addition to driving trial 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,” Wilson said.
“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.”
The synergy between Zespri’s marketing efforts and in-store placement will help drive retail sales.
“The bold, attention-grabbing graphics on the display tie into the consumer campaign, which will be cohesive across all marketing channels,” Wilson said.
“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.”
Zespri is inviting retailers and consumers to join in on the growing “obsession” with kiwifruit. Retailers and industry leaders can visit booth No. 621 to see the new merchandising displays and meet with the team.
