For fresh produce marketing in Australia and New Zealand
Camellia Aebischer

BY CAMELLIA AEBISCHER

Zespri engages celebrity ambassador

Chinese actress, Wang Luodan, came onboard as Zespriís ambassador in China for promotions in 2018

Zespri engages celebrity ambassador

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In 2014, Wang Luodan won the Golden Rooster award for Most Valuable Chinese Actress, and in 2018, she became ambassador to global kiwifruit company Zespri, in China.

“We’ve been delighted with the positive results we’ve seen following Ms Luodan coming on board as an ambassador in May 2018. Consumers agree that she provides a great match for Zespri, embodying the healthy and positive life that Zespri celebrates and encourages,” the company told Fruitnet in a statement.

Zespri also said that consumers had informed the company of their intention to purchase the kiwifruit following Wang’s appearance as an ambassador.

As well as having her photos printed on marketing materials, Wang promoted the Zespri brand on the big screen – but in a slightly different format than at her day job. The actress travelled to New Zealand as part of a “Feel the World” campaign on Weibo, and promoted the heritage of Zespri as a company and its kiwifruit.

“Luodan’s role is focussed on helping Zespri build closer emotional connections with our consumers and enhancing our premium brand in China,” said Zespri. “She features across Zespri collateral including in advertising for our “Zespri kiwifruit, multiply the goodness in life” brand idea, and actively promotes Zespri across social media where she has an extensive following.”

Echo Yuan, who takes care of the kiwifruit department and new product incubation at Joy Wing Mau in Shenzhen said the link between Zespri and Wang has been positive for the brand.

“People know who she is and it’s a good association for Zespri. She’s helped a lot in terms of people getting to know the brand, especially in remote places where they may not be as aware,” noted Yuan.

“For general promotion, Zespri has also given out a lot of support in second- and third-tier cities to reach a wider audience. People there may know kiwifruit, but they don’t know the Zespri brand, so it’s connecting the brand to the product they’re eating.”

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