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.
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 Raisin Administrative Committee of California stablished an alliance with El Globo, a French-style gourmet bakery which is part of Grupo Bimbo and is a market leader in Mexico.
During the Christmas season, products were made with both varieties of Raisin, such as Fruitcakes and Panettone.
Samplings were made at 40 “El Globo” sale points for 80 days to boost the products sale. And marketing materials were designed and placed at the stores to increase visibility.
The purpose was to encourage California Raisins sales and provide information to consumers about theirs benefits, applications and characteristics.
An increase in sales of 2% for Panettone and 10% for Fruitcake were the results of the 6 weeks campaign. El Globo made its first purchase of raisin for the development of its products.
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 participants were 15 stores of La Torre in Guatemala, 15 Super Selectos stores and 15 Walmart stores in El Salvador. Training and practices were carried out to encourage the inclusion of 2 new varieties of potatoes, the Red Potato and the Purple Potato of Idaho.
Potato Idaho sales at participating stores increased 50%.
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.
As part of the activations during the Zespri Kiwifruit program with McDonald’s, the recovery snack after the 5K race organized by McDonald’s Mexico was a delicious Zespri kiwifruits. This activity helped to consolidate Zespri’s positioning in the Happy Meal.
The McDonald’s Race was held in Mexico City and more than 2,000 participants enjoyed a delicious kiwifruit at the end of the race.
The activity resulted in an increase in Zespri brand recall from 21% to 47% according to the campaign evaluation market study.
In 2015,
McDonald’s and Zespri Kiwifruitfruit joined their efforts to develop a healthy feeding
program for families through the promotion of including Zespri Sungold Kiwifruit variety in McDonald’s Happy Meal.
As part of
this launching campaign, at McDonald’s branch in Sunken Park, a recording
was held, of children and parents experimenting and enjoying a delicious Zespri Sungold kiwifruit where they knew the benefits of the
product and were given the brand promotions.
The campaign
lasted 5 weeks, around 1.3 million kiwifruits were delivered to more than
400 restaurants in the country and having an impact of more than 1 million
smiles achieved.
The event was held on July 3rd and 4th, 2015, in Pabellón Cuemanco in southern
Mexico City.
The aim of the participation was to disseminate nutritional information and
health benefits of Zespri kiwifruits to the attending families.
Around 80 families received information and tasted kiwifruit of both varieties
covered with chocolate. (Sungold and Green)
As part of the Marymount College tradition, the third family marathon was held at Chapultepec Park in Cuernavaca, Morelos. More than 500 families attended and enjoyed a day full of recreational activities.
The participation of Blueberries had the objective of promoting this little fruit as a healthy snack and easy to combine.