New Zealand-based marketer rolls out three-month campaign in Italy, offering daily prizes and wellness centre stays to promote green kiwifruit’s officially recognised contribution to consumer health
Kiwifruit marketer Zespri has launched a new competition for consumers in Italy, where it wants to push along the message that green kiwifruit offers demonstrable, EU-certified health benefits.
Back at the beginning of August, the European Commission officially approved a new health claim for the green kiwifruit variety Hayward, recognising its positive impact on digestive health.
As a result, the variety can now be marketed with the claim that it “contributes to normal bowel function by increasing stool frequency”.
Zespri’s new campaign runs from 1 December 2025 to 21 February 2026 and is aimed at all consumers.
It offers daily prizes, one overall grand prize, and additional prizes linked to a photo challenge to create a so-called Zespri Green Moment.
Participants must submit proof of purchase for at least one promotional Zespri kiwifruit product, at which point they can win a gift card.
They will also be entered automatically into the final draw for a luxury stay at a Qc Terme wellness centre.
Shoppers can also take part in a photo challenge and have the chance to take away a Kenwood Multipro OneTouch food processor and blender.
