Zespri's Sarah Deaton Discusses New Packaging and Campaigns Ahead of Southern Exposure
ORANGE COUNTY, CA - If Zespri wasn’t at the top of your booths-to-visit list for this week’s Southern Exposure, let this serve as the giant flashing arrow pointing you that way! The kiwifruit provider is showing up to Orlando in style, with all-new packaging that Sarah Deaton, Marketing Manager, believes could just be the difference between a living, breathing brand that catches consumers’ eyes and one that, well, doesn’t.
“The Southern Exposure Expo gives us an excellent opportunity to meet with key accounts from all over the nation to share exciting brand updates, set programs for the upcoming season, and better learn how we can support our retail partners,” Sarah shared with me. “This small, more intimate show allows us to have invaluable meetings and conversations with account decision makers and, this year, we are excited to showcase our new packaging graphics for the first time!”
Sarah explained that all of Zespri’s products, including both conventional and organic Green and SunGold® Kiwifruit, feature the new graphics, which bring the brand to life in a way that Zespri is sure will attract shoppers. The new packaging also aims to educate shoppers on the new SunGold Kiwifruit, how to store kiwifruit, and the easiest way to indulge in Zespri Kiwifruit (just simply cut, scoop, and enjoy!).
Zespri’s latest packaging revamp is in line with the company’s efforts to increase its media efforts. This includes the rollout of “Let Your Taste Wander,” a national targeted consumer campaign launching in May that drives home SunGold’s unique, tropical-sweet, and nutrient-dense messaging. The campaign offers retailers the chance to utilize in-store elements to drive consumer demand and grow retail sales, which Sarah noted is a crucial component to another new trade strategy Zespri is showcasing at Southern Exposure: “Get with the Program.”
“Golden kiwifruit is on trend, so ‘Get with the Program!’ Retailers won’t want to miss out on the opportunity to grow incremental department sales with Zespri SunGold Kiwifruit. In the last year, Zespri has seen an increase of 117 percent in consumer brand awareness in top U.S. cities. Shoppers are looking for Zespri kiwifruit and our customized retail programs combined with a heavy media spend are guaranteed to drive shoppers to stores,” Sarah said. “So, retailers will definitely want to ‘Get with the Program,’ since consumers are on the hunt for SunGold Kiwifruit, and we don’t want anyone to miss out on guaranteed incremental sales.”
Stop by booth #104 to see Zespri’s new packaging graphics for yourself and to meet with market development managers to set programs ahead of the company’s New Zealand season. If you don’t, let the record show that you’ll be seriously missing out!
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