Keep What Works Working: NZ's New Resistance Campaign
New Zealand growers have always adapted to changing conditions, but one challenge is steadily gaining ground across the horticulture sector: resistance.
The Juicy Water Fight was held in Shanghai's Central Park on Saturday, July 19. Participants enjoyed live music and water balloons, and Zespri SunGold Kiwifruit from New Zealand with their family and friends, says Zespri China country manager, Lewis Pan.
"Zespri consumers registered their groups online to take part in the first-ever Zespri Juicy Water Fight to have fun with their family and friends at this summer outdoor event," says Lewis. Many of those who took part shared their photos and video on social media, generating buzz online.
"Zespri is promoting a positive healthy lifestyle to Chinese consumers, with outdoor activities, a balanced diet and regular exercise. The Juicy Water Fight is a chance for Zespri's consumers to get away from their computer screens and mobile phones, have fun with friends and do something a bit different," says Pan.
The Zespri Juicy Water Fight strengthens Chinese consumers' engagement with the Zespri brand, building on Zespri's reputation as a healthy, fun New Zealand brand. Zespri's China marketing over the past decade encourages consumers to participate in outdoor activities and share fun with friends and family, says Zespri general manager marketing, Carol Ward.
China is Zespri's third-largest market after Japan and Spain, and is forecast to be the number-one market in five years. Zespri is forecast to sell around 13 million trays of premium Zespri Kiwifruit in China this year and events like this help build on the strong awareness of the Zespri brand that Chinese consumers already have. Zespri is one of the leading fruit brands in China.
"With its high nutrient density and high levels of fibre and vitamin C, Zespri Kiwifruit is a healthy option for consumers around the world. Our consumers in China are also reassured by Zespri's premium brand and reputation for food safety and high quality," says Ward.
The Juicy Water Fight is part of the Zespri SunGold launch campaign in China, which covers 11 cities including Beijing, Shanghai, Guangzhou, Shenzhen, Wuxi, Ningbo, Nanjing, Hangzhou, Qingdao, Chengdu and Shenyang.
Zespri's China marketing team has employed plenty of non-traditional advertising this season: entire metro stations have gone green with Zespri advertising; Zespri advertising is playing on TV screens on buses, taxis and mobile phones; and Chinese consumers can buy Zespri Kiwifruit through their TV remotes via TV sales programmes. Zespri's online sales are rapidly growing in China, with around 500,000 trays sold online this year.
