Episode Four of The Power of Branding delves into how market-leading brands McCain and Zespri have connected with consumers by making the fresh produce aisle a place of education and interest rather than simply a price battleground.
As Coregeo’s Lorraine Fountain points out, it can be challenging for fruit and vegetable brands to “cut through in a sea of own-label produce” at UK supermarkets.
But Zespri and McCain have both had big success by understanding what makes their audience tick in each market they serve – and then by shaping targeted campaigns that reinforce consumers’ allegiance to their brand.
McCain’s ‘We are family’ and ‘Let’s all chip in’ campaigns are both great examples, as is Zespri’s grower-focused storytelling.
In the UK, McCain has consistently grown its sales by approximately five per cent year on year over the past decade, while Zespi accounts for around a third of global kiwifruit volume.
If more fresh produce brands can emulate their marketing approach, Coregeo believes there is a real opportunity to boost consumption and grow the fruit and vegetable category for producers and retailers alike.
