Kiwifruit brand’s British market promotions now part of wider European campaign, with further retail partnerships expected to drive demand
New Zealand kiwifruit brand Zespri has achieved another commercial breakthrough in the UK market this week, with the news that the country’s fifth-largest retailer Morrisons is now selling fully branded packs in its stores.
The news comes as Zespri prepares to roll out its biggest marketing campaign in the UK yet – including its first-ever advertisement on British television, which will see trademarked characters the Kiwi Brothers make their small-screen debut.
“This summer marks a real step‑change moment for the Zespri brand in the UK,” commented Susan Barrow-Dodd, Zespri’s market manager for UK and Ireland. “For the first time ever, Zespri is live on UK television – and for the first time, UK consumers are seeing the Kiwi Brothers on screen, bringing our brand to life in a fun, distinctive and accessible way.”
According to Barrow-Dodd, the latest campaign is a natural evolution from its Taste the Obsession promotions, which have carried the brand’s message to consumers in the UK during the past two years and, she says, firmly established its SunGold variety as a hero product for taste and consistent quality.
Building on that success, this summer’s activities are intended to take the brand message further and deeper under the title Packed with Nutrition.
As well as a strong above‑the‑line presence, with TV and video on demand, a comprehensive below‑the‑line programme includes social media, influencers and PR, all designed to build engagement and extend reach throughout the summer.
There will also be consumer sampling activity, as well as online and in-store retail media.
And, for the first time, Zespri’s UK marketing effort will form a coordinated part of its wider European campaign.
“Being part of this wider European platform is a significant milestone,” Barrow-Dodd explained, “bringing the UK closer to Europe and allowing us to communicate more clearly the nutritional benefits of our fruit alongside taste and quality.”
She added: “Importantly, this is about giving shoppers a clear reason to visit the kiwi fixture and a compelling reason to buy.
“With kiwi penetration continuing to grow year on year, our ambition is to go further — using this wider marketing activation and the Packed with Nutrition headline to recruit more shoppers into the category and drive sustained growth.”
With branded packs now in store at retailers including Tesco and Morrisons, further branded packaging developments are expected in the coming months ahead as the company attempts to build stronger, more consistent brand presence on shelf.
