Zespri Europe launched at the start of May what it describes as a “massive” campaign in support of its SunGold kiwifruit in France.
The variety was introduced to the market last year and, according to Mélanie Lacomme,marketing manager for France, was greatly appreciated for its sweet taste, which is noticeably less tart than its green relative.
“We really want to push this new variety,” she said. “It is not thought of as a niche by our customers, but as a new offering that is likely to become the future of the kiwifruit category. Indeed, it is listed by all the French retailers.”
TV spots focusing on the product’s taste kicked off the campaign at the end of May, due to run until mid-June on the main French channels. A national poster campaign will start in September, with more than 5,000 going up in a single week.
Meanwhile, online communication will include online banners and Facebook and Youtube updates. In-store efforts are centred on increasing awareness of the product, according to Lacomme, with an intensive roadshow programme set to include retail tastings of SunGold each week.
“A consumer promotion on all Zespri SunGold pre-packs will also offer consumers a chance to win Zespri goodies and participate in a draw to win a week-long holiday in the sun,” continued Lacomme.
These packs will bear the label “Approved by kids” – launched a few years ago by organisation La Semaine du Goût – for which Zespri SunGold was granted approval last year.
In May, Zespri equally undertook some promotional work in various wholesale markets in France. “We did 12 days of animation in Rungis, Lomme, Rouen, Corbas, Marseille, Toulouse,” said Lacomme. “Zespri promoters cycled around the markets on Zespri SunGold-branded tricycles, offering tastings of the fruit and informing people about its characteristics.”
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