Unveiling the sweeter, yellow kiwi when the world needed its superpowers the most.
Zespri SunGold kiwifruit is packed with immunity-boosting nutrients and tastes sweeter than its more widely known green counterpart. Although the brand saw double-digit growth in 2019, it was starting to slow. With the big, audacious goal of getting Zespri SunGold into 500 thousand new mouths each month of its 2020 summer season, the brand needed to sweeten its approach. We needed to break US consumers out of their fruit rut and try something more exotic (and nutritious). Then COVID hit and forced us to scrap our robust, nationwide tour for a nimble, safe solution.
With the cancellations of events worldwide, we shifted from letting consumers find Zespri to us safely seeking them out.
Our roaming fleet of immunity-boosting support.
Thinking fast, we shifted our approach to safely and effectively reach Zespri’s bold trial goals. Leveraging the golden kiwifruit’s immunity-boosting credentials, we doled out critical Vitamin C support with a fleet of custom vehicles that spanned key markets nationwide to reach consumers on the go. Armed with colorful bike carts, mini trucks, tents and trial-driving collateral, our cheerful brand ambassadors introduced millions of consumers to the sweeter, nutritious golden kiwi.
![Zespri_NavyPierChicago_8.27.20.2[2]_Page_02.jpg](https://images.squarespace-cdn.com/content/v1/6595f674375d4426d5e3d53a/1704326811140-NMM2PLYC86BNH0Q3Y623/Zespri_NavyPierChicago_8.27.20.2%5B2%5D_Page_02.jpg)
Safely smashing goals with a mighty little fruit.
Three million new people tasted SunGold Kiwifruit through in-home and out-of-home sampling initiatives
By August, Kiwifruit had jumped to fourth place in the fastest-growing fruit segment in the US, with Zespri SunGold Kiwifruit driving the majority of the growth (+54 percent in dollar sales)
54% increase in sales over 2019
Sales velocity increased by 30%
