Sampling activity in Sam’s Club for 2021 season .

For the end of the 2021 season, Imalinx coordinated a sampling session with Sam’s Club to increase the brand visibility of Zespri SunGold kiwifruit. 

The first step was to provide an extensive training to the demo personnel so that they could share the key messages, a little history of the product and its benefits with consumers. 

 In addition we provide brand materials, such as: branded stand, aprons, face mask, tasting trays (just kiwi SunGold), fruit for tasting, banners, Zespri spoons in each of the samplings for our customers. 

Among the comments of customers, it was highlighted that Zespri Kiwi SunGold has a unique and sweet taste,  and as a result of this sampling we had an increase in sales of Kiwi Zespri SunGold of 75%, this comparing to 4 weeks prior to the activity. 

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Healthy connection with consumers

Public relations programs changed completely as a result of the Covid-19 pandemic, many of the face-to-face events were canceled, and brand launches migrated to digital. 

Fernanda Alvarado, is a teacher in community nutrition with an International Master’s degree in Nutrition and Dietetics from the European University of the Atlantic. She is co-author of the Manual “Learning to Live with Diabetes” of the Universidad Iberoamericana and for more than 10 years, she has been working on the creation of editorial content related to nutrition and a healthy lifestyle for the food industry. 

Fernanda is convinced that digital media are an important vehicle for prevention and health care, which is why she generates content that seeks to improve the diet of Mexicans and publishes them on her Blog Bien Comer, Instagram profile with more than 15,300 followers; and YouTube channel with 54,300 subscribers; she also hosts a podcast, a leader in the nutrition, health and wellness category. 

Due to the impact of her communication, Imalinx decided to work with Fernanda to increase brand awareness of Pasitas de California, Real California Milk and Kiwi Zespri Vita in the nutritional field. 

The campaigns lasted 12 months where 100% digital activities were developed to talk about the benefits of incorporating raisins in the daily diet, even in the bakery, as well as fighting the myths of dairy and promoting its qualities of a natural product . On the other hand, the Kiwi Zespri had a great boost by positioning it as a fruit that provides more than 100% of the vitamin C necessary for an average adult. 

Among the most outstanding activities is the Well Eating podcast recorded together with Chef Irving Quiroz to talk about Diet and Bread, with key messages of the contribution of raisins in the bakery. Said podcast reached the # 1 position of the most listened to podcast in 2020. (Listen to it here) 

As well as a Youtube Live with Sol Sigal, to talk about the benefits of vitamin C in high performance athletes. And YouTube videos with topics such as: “Are dairy necessary?” / Raisins, a healthy sugar substitute “/” All about butter “/” Dairy myths “. With a total of +121, 245 views. 

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E-commerce Campaign with Superama and Zespri SunGold

As part of the Retail Marketing campaign with Superama, Zespri joined the initiative to be the first fruit to have a e-commerce campaign with giveaway at Superama online.  

Twenty Superama stores in Mexico City were selected in 4 different weeks of the season, to send 9 000 gift boxes to consumers. 

For every online purchase of fruits and vegetables at the participating stores they were given a single box of kiwifruit Zespri® Sungold. The aim of this campaign was for more consumers to know this variety of Golden pulp, sweet taste and full of vitality and to encourage their consumption. 

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Back to School Campaign

Together with the Walmart chain, the campaign was designed to be applied in the following brands of the company:  Walmart Supercenter, Superama, Bodega Aurrera and Sam´s Club. 

Printed communication tools were developed, these tolls were placed in 465 stores and Zespri participated in the creation of videos, published on the social networks of the chain, with the theme of back to school season and some ideas for healthy snacks that included Zespri kiwifruit. 

The objective of the campaign was to introduce low -cost formats varieties and to reach different areas of the republic, as well as increasing the brand presence in the market and supporting the sale this season. 

The results of the campaign were positive as it increased the product availability in the market by 210%, reached a coverage of 81% nationwide and a sales increase of 89%. 

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Zespri in Waze!

Due to the success of previous geolocation campaign with Zespri kiwifruit at Waze, this year we decided to implement the campaign in Mexico. 

The strategy of the campaign was based on a system of geolocation of Waze, same that allowed the users to identify the nearest points of sale of Zespri kiwifruit.  

Users had the option to choose these points of sale as destiny and to begin its route towards Zespri kiwifruit, or to save the route to visit it later.  

Results showed a total of 86.000 navigations, 5,8 million impressions and 39,9 clicks. With a total of 1 million unique users, the campaign showed that Walmart was the supermarket chain that more navigations generated.  

One more year of the delicious flavor of Zespri distributed in all Mexico! 

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Zespri supported to the Mexico National Rugby Team

For the first time in history, the women’s team competed in order to participate in the Seventh World Cup of Rugby that was carried out from July 20th to July 22nd in San Francisco, California. During the previous season to the World Cup, the Zespri kiwifruit recharged the vitality and energy of the Serpientes women’s team of the Rugby Mexican Federation.  

 
The Classification Tournament took place on June at Campo Marte, Mexico City, where the team had qualified to the World Cup to compete with the best international teams, being the first contest Mexico vs New Zealand. 

As the official sponsor, Zespri was in charge of gather the best moments of the players and was Michelle Farah (27 years) who shared with us what motivates her to play:  

“It motivates me everything that is behind a match, a team that is my family, my family who supports me, the passion I have for sport, the values it incalculates and what implies this discipline, and the fact to share and to transmit the culture of rugby in our country.” 

We recognize that the girls’ discipline, persistence and attitude have taken the team Serpientes to meet great goals and keep training to take the name of Mexico to great leagues and to leave all the passion in the field.  

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Spread the word about Zespri® Media Tours in Mexico

During the 2018 season, representatives of Zespri® Kiwifruit in Mexico met with regional media in Chihuahua and Monterrey to give interviews and advertise the value of Zespri® Kiwifruit. 

As a result of the interviews, it was possible to reach an audience of 918,230 consumers, through television, radio and newspaper programs. Touching main topics such as the origin of kiwis, varieties, health benefits and how to eat them.  

During the 2018 season, representatives of Zespri® in Mexico met with the regional media of Chihuahua and Monterrey to give interviews and publicize the value of Zespri® kiwifruit. 

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From New Zealand to Salvador!

Zespri arrived at El Salvador and the presentation event with elaborated recipies with the two kiwi varieties was organized.

Kiwi Green and Sun Gold presentations were shown through different innovating recipes prepared by the Salvadoran Chef Olga Miranda, who was able to highlight the flavors and nutritional benefits of each variety.

The event counted on the presence of the representative of the local importer Celina Gutiérrez, General Manager of the Importer and Exclusive Distributor for El Salvador Fruteria Vidaurri Inc., Corp. and the representative of Zespri kiwifruit in Mexico Ines Masallach.

The Zespri kiwifruit, in their different varieties, was available in the main chains of supermarkets of El Salvador.

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Starts the kiwi Zespri season in Mexico  

The 2018 season of kiwi Zespri began with a vitality breakfast launching, assistants were welcome with a fullbody  functional class and later, they enjoy the taste of kiwis Zespri in a breakfast.   

Brand’s representatives also participated in the event: Head of Marketing for Americas, Raul Murguía and the Marketing Director in Mexico, Ines Masallach, as well as the nutritionist Mariana Mancera, as the brand spokeswoman in nutrition subjects.   

Reuniting 35 media in Mexico City, they managed to hit to 140.701 consumers in the metropolitan area.   

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First Zespri participation program in Waze

In 2017 Zespri decided to create a geolocation campaign in Waze, the 1st ranked app in Latin America, above Google Maps and Foursquare, with more than 20 million unique users. 

The main objectives of the campaign were to increase the recognition of the Zespri brand by 25% and Sun Gold kiwi by 13%, increase the market presence by 25% and facilitate the location of the product.

The campaign lasted a month and Waze users received a notification every time they passed near a supermarket that had Zespri kiwifruit for sale. The program was accompanied by content in digital and social media and on its website. Also with printings at points of sale. 

The project resulted in 196 thousand navigations to locate Zespri kiwifruit in supermarkets and more than 118 thousand saved locations.  Market expansion to 4 new cities in the Mexican Republic and 3 new supermarket chains in Latin America. This campaign has been a success story on Google for new categories.

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