Zespri is set to unveil a new marketing campaign in Japan, in a bid to further increase sales in one of its core markets.
Dubbed 'kiwifruit: not just vitamins', the programme aims to build awareness of kiwifruit’s powerful health benefits in the Asian nation, where Zespri achieved record sales of 21m trays last season, up 13 per cent on the previous season’s volume.
The campaign will feature two new kiwifruit characters, who will appear in both TV and digital advertising, along with point of sale materials.
“Connecting with consumers through health communications is one of the key pillars of this promotion, engaging with key opinion leaders and media in this space to reach people at different life stages – seniors, young mothers and pregnant women,” a Zespri spokesperson told Asiafruit.
Adding weight to the promotional push, Zespri’s SunGold offering has been included in Japan’s official nutrition table for the first time, providing an opportunity to engage with dieticians and nutritionists.
The single-desk marketer will also continue its fruit sampling programmes through roadshows and in-store demonstrations.
“Sampling starts next month and our team in Japan is planning to hold a record number of tasting sessions this season,” the spokesperson added.
“We continue to invest in strong in-store promotion through great new pack design and promotional support material to keep the Zespri brand front of mind for shoppers.”
China is set overtake Japan as Zespri’s largest country market by volume this season.
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