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.
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%.
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!
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.
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.
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.
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.
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.
The second edition of the massive Yoga for Peace event was held in Mexico City, attended by more than 600 participants of different nationalities and ages.
The attendees tasted the two varieties of Zespri Green and Sungold kiwifruit, the objective was to clearly communicate Zespri’s message of being in favor of peace and well-being, so the guests were invited to refresh themselves with some kiwifruits.
More than 500 people received promotional material, information and enjoyed the flavor of conventional and organic Zespri.
In order to promote the Zespri kiwifruits, a breakfast was organized at the Zapote Restaurant in Mexico City, and media and
bloggers focused on gastronomy and nutrition were invited to enjoy both
varieties of Zespri kiwifruit, Sungold and Green in different
presentations of meals and drinks.
During lunch, the attendees were explained the gastronomic and nutritional benefits that Zespri offers, as well as its quality level and what differentiates it from other fruits.
Representatives of the New Zealand Embassy attended the event and spoke about the importance of the alliance between the two countries.