Kiwifruit brand reveals campaign created around everyday moments and a range of consumers, as production passes 4,000 tonnes
Dulcis Kiwifruit Company has launched its new ’Ready to love it’ campaign at Fruit Attraction in Madrid.
It aims to position the premium green kiwifruit as an option for everday eating moments, different occassions and across a range of consumers.
Production of Dulcis, the trade name of the Ac 459 011 variety, has jumped from 18ha in 2021 to 515ha under cultivation in Italy this year.
Volumes are forecast to hit around 4,350 tonnes in the new season, more than double the 2,153 tonnes seen in 2025, with 11,500 tonnes projected for 2028.
“Until now, we have worked to bring to market a kiwi that stands out for its quality, sweetness and taste,” said Mirco Montefiori, president of Dulcis Kiwifruit Company.
”The project has now reached a new phase: acreage is growing, volumes are rising rapidly and new commercial opportunities are opening up.
”It is time to support this step change by growing Dulcis as a brand as well, with the ambition of becoming one recognised and loved by consumers,” he explained.
’Ready to love it’ is designed to highlight the evolution of Dulcis and its qualities, namely a ”naturally sweet, juicy and versatile kiwi”, whose quality is guaranteed by protocols that follow the product from orchard to packing.
”From this, the ‘Ready to…’ concept takes shape: a communication framework designed to support Dulcis throughout the season and adapt recognisably across different audiences, moments, occasions and channels, always arriving at the same destination – ‘Ready to love it’,” Dulcis Kiwifruit Company outlined.
The new campaign is built around buyer personas and five everyday moments – Ready to Start, Ready to Be Active, Ready to Enjoy, Ready to Share, and Ready to Feel Well.
“We have a product with very strong, recognisable characteristics,” outlined Claudia Iannarella, head of marketing at Alegra Group and marketing coordinator for Dulcis.
”Now we want to go a step further and tell people not only what Dulcis is, but what it can mean for them.
“The new campaign puts the consumer front and centre and brings Dulcis into real moments of everyday life,” she pointed out.
”From breakfast to sport, from family to sharing with friends, to personal wellbeing: different audiences, different occasions, but a single promise, ‘Ready to love it’.”
