Zespri Europe has announced the launch of an “augmented reality” app to introduce the new Zespri SunGold kiwifruit variety to consumers and to build a stronger connection with the Zespri brand, according to marketing manager Nele Moorthamers.
Augmented reality technology involves the seamless overlay of virtual images onto the real world, and the app adds to this combination an injection of fun, she said.
“Our consumers can ‘Find the Golden Kiwi’ by downloading the Zespri Kiwi Fun/Zespri Magic app and scanning the sticker on their Zespri SunGold kiwifruit to enter a magical Zespri world where they can test their luck and win great prizes,” said Moorthamers. “This campaign is designed to launch the new variety and encourage consumers to try our sweet, juicy Zespri SunGold kiwifruit for the first time by offering a unique brand experience.”
Zespri Kiwi Fun apparently integrates two applications: a contest linked to the purchase of Zespri SunGold and a game dedicated to kids.
“Kids love the sweet, refreshing taste of Zespri SunGold and the Zespri Color App builds on that connection by bringing 2D images of kiwifruit mascots to life and letting them create their own augmented reality content, building a strong brand association,” said Moorthamers.
The application is designed to appeal to children’s imagination and creativity and is a new way for Zespri to engage with a key audience.
The Zespri Color App is being launched as a dedicated retail promotion at Colruyt in Belgium, and in Jumbo and Hoogvliet in the Netherlands, while in Italy, it will be promoted from September onwards.