During the 2012 season of Zespri kiwifruit, the largest kiwifruit distributor in the world announced its first annual campaign focused on Children’s Health with Kiwifruit in conjunction with the supermarket chain Soriana with the objective of promoting good nutritional habits in children.
Zespri and Soriana selected four charitable foundations, which represented the most important regions of Mexico, to promote the children’s health through proper nutrition and physical activity.
PARTICIPANT FOUNDATIONS
- Fundación Un Kilo de Ayuda (One Kilogram of Help Foundation)
- Fundación Tarahumara (Tarahumara Foundation)
- Movimiento de Apoyo a Menores Abandonados A.C. (Support Movement for Abandoned Children Foundation)
- Casa de la Salud Génesis A.C. (Genesis Health House Foundation)
The dynamic of the campaign consisted on people playing within a microsite www.kiwisaludinfantil.com and answering trivia questions regarding health and nutrition, they won points for the charitable foundation and the region of their choice.
At the end of the campaign, the foundation with the most quantity of points achieved, won the amount of $60,000 Mexican pesos from Zespri; the second place $20,000 Mexican pesos and the two remaining foundations $10,000 Mexican pesos each. Zespri delivered an equivalent of $100,000 Mexican pesos between the four institutions.
The result of the campaign was positive as, during the 5 weeks of duration of the activity, sales of Zespri kiwifruit at Soriana increased by 28%.
“I am very happy that Zespri launches the Zespri’s Children Health Contest in Mexico as it is a vital topic for our country, in addition to joining the work of foundations with this campaign, as it will grant us with a very important awareness result… just to say that nobody here loses and we all somehow win.”, says Inés Masallach, spokeswoman of Zespri’s Children Health and Marketing Director of Imalinx Latin America.
Due to this campaign, Zespri was certified by the National Chamber of Women, as one of the 100 responsibly healthy companies in Mexico in 2013.
