Cartoon character will convey Jingold kiwifruit’s healthiness and vitality, with special promotions set to run until late January
Kiwifruit specialist Jingold wants consumers young and old to treasure its fruit, so it has enlisted SpongeBob Squarepants, one of the world’s best-known cartoon characters, to convey the healthiness and vitality of its products.
In collaboration with Paramount Pictures, the brand’s kiwifruit will carry promotions for the upcoming film SpongeBob SquarePants: The New SpongeBob SquarePants, which is scheduled for release in Germany around Christmas and on 1 January 2026 in Italy.
“The decision to pair Jingold kiwifruit with one of the most iconic and beloved characters in the world of animation reflects our desire to combine the freshness and quality of premium kiwifruit with a story of energy, optimism, and sharing,” commented Federico Milanese, marketing manager at Jingold, during a campaign preview at Fruit Attraction in Madrid.
“The latest installment in the SpongeBob SquarePants saga, with its vitality and ability to appeal to diverse audiences, thus becomes the ambassador for a project that promotes fruit consumption in a positive and engaging way.”
The Italian company sells a range of different kiwifruit types, including yellow, red, green, and organic. This season, it has forecast 20 per cent and 10 per cent volume increases for its yellow-fleshed variety and red-fleshed Exotic Red variety respectively.
As part of the SpongeBob tie-in, its 500g and three-fruit packs will feature a specially designed label and invite consumers to enter an instant win competition that will reward some with free movie tickets until the end of January.
In Italy, an eco-friendly, SpongeBob-themed gift box containing premium kiwifruit will be available exclusively online.
The campaign will be supported by a range of social media, digital content, and in-store activities.
“The choice of SpongeBob,” Milanese concludes, “confirms Jingold’s strategy of focusing on a pop and intergenerational language, capable of uniting families, young people, and children in a shared experience that combines fresh fruit with a moment of entertainment, sharing, and well-being.”
