AI-powered assistant and dedicated wellness hub help brand to broaden its marketing ambitions as production expands
Kiwifruit company Jingold has teamed up with Paramount for a cross-marketing initiative around the upcoming animated film release Angry Birds 3: Earthquake in the Family.
From the start of December until 10 January, the brand’s red-fleshed variety Exotic Red packaging will feature imagery and characters from the film in Italy and Germany.
The initiative is part of its new marketing efforts for the upcoming Northern Hemisphere season, a campaign which it says will offer consumers more entertaining content, better well-being advice, and other engaging experiences.
At Fruit Attraction in Madrid, the group announced the launch of three different projects, each designed to strengthen consumer engagement with the brand beyond the point of sale.
Wellness and helpfulness
Alongside the Angry Birds tie-in, Jingold is expanding its focus on well-being with We Care About You, an Italian campaign to encourage healthy lifestyles beyond its own products.
From 11 January to 14 March, this combines a consumer competition offering online fitness programmes with the launch of the Jingold Wellness Hub, a free digital platform that offers practical advice on exercise, mindfulness, and nutrition.
The group is also launching Jinny, an AI-powered virtual assistant designed to answer consumer questions about kiwifruit, including storage, ripening, nutrition, varieties, origins and cooking ideas.
Available in eight languages through its website, online shop, and QR codes on selected packaging, the assistant aims to give consumers easy access to product information before and after purchase.
“For years, we’ve been working on segmenting our offerings, offering kiwifruit that differ in colour, flavour, characteristics, and consumption occasions,” said marketing manager Federico Milanese at the launch event in Madrid.
“Today, we want to bring this same approach to our communications, building languages and ways of engaging with audiences of different ages, interests, and needs.”
New production growth
Jingold’s 2026/27 marketing season for the Northern Hemisphere kicks off in mid-October with red-fleshed kiwifruit, continues at the end of October with yellow kiwifruit, and carries on in November with green kiwifruit.
The company’s yellow kiwifruit offer is expected to see a 15 per cent increase in volume compared with last season.
Meanwhile, availability of Exotic Red is expected to grow by 40 per cent, allowing it to establish a larger presence in certain markets, it said.
