Zespri is this summer partnering with retailers across the US to roll out a series of promotions that engage consumers and direct maximum impact to the point of sale, the group has announced in a press release.
Going beyond the US retail trade’s traditional tactics of advertising and demonstrations, the world’s largest kiwifruit marketer has this year devised a programme of roadshows which will deploy mobile merchandising teams in Milwaukee/Madison, Minneapolis/St Paul, New York, and northern and southern California.
The campaign include a variety of elements, such as kiwifruit-wrapped vehicles, demonstrations and power-hour tastings, complete with trained brand ambassadors.
The roadshows, along with other consumer outreach programs, encourage all to enter The Great Kiwi Adventure sweepstakes at www.thegreatkiwiadventure.com.
The lucky winner will receive a trip for four to New Zealand, complete with seven nights accommodation and numerous day trips.
“The sweepstakes is a great way of bringing our New Zealand heritage alive, while highlighting everything that makes Zespri unique,” said Karen Brux, market manager for Zespri International North America.
“Retailers and wholesalers are excited about potentially having their customers win and are working with us on many different levels to promote the sweepstakes.”
Based on strong sales of kiwifruit among ethnic retailers, Zespri will also go into
select Asian markets with in-store demos.
“Ethnic markets continue to be important to Zespri because of the high value their customers place on fresh produce,” explained Ms Brux.
Zespri will provide additional support with outreach to Chinese and Korean press and
social media posts.
In Texas, Zespri will team up with Tjian, a popular Latino fruit and snack seasoning, for in-store demos at a prominent chain catering to Hispanic customers.
For select retailers, a new eye-catching shipper/display unit will provide more display space for Zespri kiwifruit.
To promote the kiwifruit’s impressive nutritional punch (the fruit is more nutrient-dense than comparable popular fruits) Zespri is also working to educate consumers with staff dietitians at a Midwest chain, in conjunction with demos and ads.
Another chain will showcase how kiwifruit can be enjoyed as more than an out-of-hand snack, and will feature kiwifruit recipe samplings at all stores.
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