Zespri™ Announces Availability of SunGold™ Kiwifruit; Dan Riley Shares
ORANGE COUNTY, CA - The sun is shining here on the West Coast, and it might be because of the arrival of Zespri™ SunGold™ Kiwifruit at the Port of Los Angeles last week. As shoppers eagerly await the fruit in their local stores, the supplier has a multi-channel consumer campaign to get new shoppers excited for the season, too.
“We are so excited for the start of the season with our delicious Zespri SunGold Kiwifruit,” states Dan Riley, Zespri’s General Manager for North America. “Despite challenging growing conditions and volume pressures, we are looking forward to another successful season fulfilling our brand promise of providing the best-tasting fruit to consumers.”
The company’s SunGold Kiwifruit has become a high-growth item, and as explained in a release, sells best when prominently displayed in the produce department. Retailers saw a 92 percent lift in sales when a display was paired with a TPR, and the product’s display sales showed an increase of more than $6 million compared to last season. Overall, SunGold Kiwifruit has generated over $20 million in dollar sales attributed to in-store displays, accounting for a quarter of total sales.
To further drive this growth, Zespri has eye-catching merchandising displays that will highlight this year’s Taste the Obsession consumer campaign. The campaign tells the company’s bold brand story of the passion and care that goes into growing its prized kiwifruit in an unexpected, playful way.
The campaign is cohesive across all marketing channels and builds on Zespri’s successful sampling events, strong influencer programs, and targeted digital media. Last year’s program earned over 1 billion impressions, encouraging new household usage.
“We really have changed the category with the introduction of SunGold Kiwifruit,” explained Riley. “Consumers enjoy the taste of our SunGold Kiwi, with 97 percent of those who try, show intent to buy. With the Zespri season fast approaching, both new and repeat consumers will be on the lookout for the arrival of SunGold Kiwifruit in stores.”
As the weather warms here in the Northern Hemisphere, start building your SunGold Kiwifruit displays to take advantage of the register rings that await.
