Zespri SunGold Oppy promo Chicago

The Oppenheimer Group ensured that two of New Zealand’s newest flavours, Envy apples from Enza and Zespri SunGold kiwifruit, hit the sweet spot at the Reebok/Les Mills One Live event in Chicago at the end of August.

One Live, a festival of fitness drawing together over 3,000 participants from North America and beyond, saw visitors directed to the Enza and Zespri sampling stations, where hundreds of people per hour were introduced to Envy apples and SunGold Kiwifruit for the first time.

“The event’s high energy was contagious,” said Karin Gardner, marketing communications manager for The Oppenheimer Group, which represents both brands. “It put people in a perfect frame of mind to try something new.'

Both brands used social media to create excitement, rewarding participants for engaging with hashtags, and, in Zespri’s case, hosting a photo booth.

“Zespri Kiwifruit’s powerful nutrition story truly resonated with this audience,” said Sarah Deaton, marketing consultant for Zespri Kiwifruit. “Its high nutrient density and low glycemic index makes it appealing to anyone interested in eating well, but this discerning audience was especially excited to learn more about it, particularly the new, sweet SunGold which was less familiar to many.”

Deaton also commented that it was enlightening and fun to watch it dawn on people that kiwifruit is really easy to eat and enjoy.

“We saw a lot of that ‘ah-ha’ moment of astonishment as people recognised that they could just cut kiwifruit in half and scoop it with a spoon,” she said. “One of our new friends was so excited he even posted a video about it on Instagram. Pretty powerful.”

Gardner noted that Envy apples enjoyed a similarly enthusiastic reception, and noted that one new Envy enthusiast actually changed her Facebook cover photo to one taken at the Envy One Live tent.

“Everyone we met was passionate about fitness, and serious about taking good care of themselves and their families. A new kind of apple was an exciting discovery. They loved Envy’s sweetness, and especially learning that it is slow to brown, so perfect for slicing ahead into lunchtime salads or post-workout snacks.”

Envy apples from Washington will begin shipping in mid-October. Zespri Green and SunGold Kiwifruit are available through next month.