Kiwifruit brand Zespri says it will step up its efforts to connect with consumers via social media this summer, as it prepares to launch a major new marketing campaign in time for the start of the New Zealand season. The first imported shipments into northern and southern Europe were unloaded in the ports of Tarragona, Spain, and Zeebrugge, Belgium, respectively during the second week of May and, as a steady stream of product flows into the EU between now and November, marketing executives at the group’s European headquarters in Berchem, near Antwerp, are hoping to bring the Zespri brand closer to the public than ever before.
For the first time, the company has launched Facebook pages for the brand in the Benelux, France, Germany, Italy and Spain, the latter complemented by a new Twitter feed – its first ever in a European market. “We feel this is an excellent opportunity for us to increase the contact and interactivity with our consumers in the different European countries,” comments Nele Moorthamers, Zespri’s marketing manager for Europe.
Meanwhile, television campaigns aimed at boosting sales will continue in Belgium, Germany, the Netherlands and Spain, complemented by a noticeable online presence via targeted websites in France, Germany, Italy and Spain. In the Spanish market, the company will also engage in print advertising. Elsewhere, roadshows will take place in all Zespri’s markets. “The benefits of this type of activity are still very high,” says Moorthamers. “It is a way to get into direct contact with our consumers. We have dedicated promoters that can share product information and have them taste our product.”
Wholesalers and more than 20,000 independent shops across Europe will be given promotional kits containing point-of-sale materials and other means of supporting sales and promoting the brand this summer, while in Germany retailers will also be involved in promotions. In collaboration with most of the country’s major retail chains, fresh produce department teams will be invited and encouraged to set up promotional displays for the Zespri brand in order to win a prize.
In addition, the marketer is due to run a series of national consumer promotions in all of its major markets, using a range of distribution channels to engage with loyal Zespri consumers and offer them the chance to win attractive prizes. And, as Moorthamers explains, boosting public health awareness continues to be a priority for the brand. “We continue to invest in our educational activities in schools and we are increasingly investing in programmes aimed at health professionals across Europe, focusing on the nutritional benefits of kiwifruit, which is one of the most nutrient-rich fruits, as well as being rich in fibre and Vitamin C.”
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