The events held
by Zespri in the summer of 2014 in Mexico and El Salvador brought
together local media and health specialists, with the aim of sharing more
information about the company, the varieties of kiwifruits and the nutritional
benefits of Zespri kiwifruits.
Attendees enjoyed a delicious breakfast prepared
with both varieties of kiwifruit: Green and Sungold; and take home a premium
kit with product and vip gifts.
As a positive result, Dr. Rodríguez Navarrete
posted on Twitter some photos of the event and positive comments about the
launch of the Zespri brand and gave recognition to
the Imalinx team.
One of the most important markets for kiwis Zespri is Costa Rica, due to this reason a media tour was carried out to share Zespri’s brand awareness in television programs.
Starting from Viviana en Tu Cocina (Viviana in your kitchen) TV program, a leading women´s TV show in Costa Rica featuring ex-Miss Costa Rica Viviana Muñoz where the Imalinx Corporate Chef prepared Zespri recipes with the two varieties of kiwifruit.
The main objective was to show how to eat the product and the versatility of preparing dishes and snacks with this fruit. As a result of the program, the demand of Zespri kiwifruits and the brand positioning was the highest level registered within the region for three years
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
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.
In 2009, a group comprised by the main importers of kiwifruit in Latin America travelled to New Zealand, where they visited the most important regions of fruit cultivation, the port of Tauraga and the city of Auckland.
The objective of increasing imports of the brand Zespri into Latin America was achieved. That same year Brazil increased its number of importers by 60% and the general program of Latin America increased by 40% in comparison to the previous season.
The contest was directed to Zespri buyers at Costco. The participants had to send the proof of payment and a creative recipe using Zespri kiwifruits.
Silvia was the winner of the contest with a delicious recipe of caramelized Linguini containing Gold kiwifruit. After its trip she delivered a testimonial which was published in the membership club’s magazine, making her a loyal consumer and ambassador for Costco and Zespri.
The gathering of data from competitors was fundamental to create a data base which was used to prepare the communication strategy for the next season of Zespri kiwifruit.
With the motive of the World Cup of Soccer in Germany 2006, Costco’s magazine Contacto published an announcement, showing the two varieties of Zespri kiwifruits as fans in the stadium.
The announcement invited the reader to contact Zespri to receive a special spoon (spifes) to eat their kiwifruits.
The campaign was one of the most successful for the magazine in terms of direct marketing as in total more than 6,000 spifes were sent to the whole Republic.
Due to the great influence that trainers have and knowing one of the main targets of Zespri, an alliance was created between Les Mills, an specialized company in exercise routines and conditioning and Zespri kiwifruit to train the coaches about the nutritional benefits of consuming Zespri kiwifruit and its importance of making it part of a healthy lifestyle.
More than 1,000 instructors, gym owners and nutritionists from all the country participated and became the official spokesmen of Zespri. In addition, the trainer with the highest “Zespri passion” travelled to the Les Mills corporation located in Auckland, New Zealand.
The two companies had already worked together and, due to the previous success, this activity was planned and targeted to the smallest members of the family.
The cooking workshop was conducted in a high-profile department store, where the T-fal chef prepared recipes with the two different varieties of Zespri kiwifruit.
Thanks to the activity, Zespri Green and Sungold’s brand awareness increased.
During the month of May 2004, reporters and representatives from more than 20 countries travelled to Tauranga, New Zealand to be part of an important celebration: the arrival of kiwifruit (which was known as Chinese gooseberry) to the country.
Media contacts from Asia, Europe and America participated in the program. From Mexico, writers from the newspaper Reforma, Editorial Televisa and Delicias de la Cocina participated as part of the strategic markets program of the Zespri kiwifruits. There was a global coordination with the different media, a tour in Auckland, a trip to the cultivation areas in Tauranga in New Zealand and to a Maori community; and a gala event chaired by Hellen Clark, Prime Minister of New Zealand.
The main objective was to show a sneak peek of what New Zealand has to offer to Mexico, and the evolution of that have these kiwifruits since the moment they are grown until they reach the consumer’s table.
The two things that stood out the most among all the participants were the warmth of the country and the passion for the fruit. What impressed all the attendees was the quality on which the kiwifruit is grown and how the country has focused on becoming the kiwifruit in its national fruit.
After this visit, Zespri’s program
in Mexico registered a 20% annual increase and the country became part of the
20 principal markets for this delicious fruit.