Running from 3 August through to 25 September, Zespri is inviting US consumers to participate in an online photo competition in which they show how they incorporate Zespri kiwifruit into their daily lives.
Consumers must use the hashtag #Zespri4LifeContest and tag the retailer where they buy Zespri kiwifruit, in order to be considered. Weekly winners of the competition receive FitBit Surges and a chance to win the grand prize of a trip for two to New Zealand, where the kiwifruit orchards reside.
The competition is a component of Zespri’s overall Zespri for Life campaign, where Zespri shows consumers of all ages and lifestyles how they can prosper from the benefits of kiwifruit; in other words, how Zespri plays an important role in supporting day-to-day wellness. The campaign also emphasises that Zespri is more than just a brand, but also a caring network of growers who’ve grown kiwifruit for generations.
One of Zespri’s goal for the photo competition is to drive sales and brand awareness for Zespri and Zespri retailers. Participating retailers receive point-of-sale signage for the competition, as well as 'ready-to-post' social media content to post during the contest. Retailers are also invited to share the posts of weekly winners who included mention of their stores within their submissions.
Leading up to and during the photo competition, Zespri will advertise with eye-catching online banner and social media ads, in-store promotions, and an online PR campaign driving attention to both Zespri and Zespri retailers.
“Our goal is to give back to our loyal retailers, while also engaging consumers in an interactive and fun way,” said Michele Hoard, senior marketing manager of Zespri North America. “We want to not only drive sales, but show communities around the US the nourishing properties of Zespri Kiwifruit and where they can purchase Zespri in their neighborhoods. The campaign is national, online, and also grassroots. We’re expecting a lot of great photo submissions and positive feedback with the #Zespri4LifeContest.'
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