Earlier this year, Zespri launched a major campaign to promote its yellow-fleshed SunGold Kiwifruit. With a different look and a sweeter taste than the green kiwifruit most consumers are used to, the campaign involved the use of visual displays that helped to differentiate the fruit.
Zespri’s SunGold Kiwifruit is a yellow-fleshed fruit that tastes like a cross between a mango and strawberry. In order to help consumers differentiate between SunGold Kiwifruit and green kiwifruit, Zespri launched a 'Celebrate the SunGold' campaign in grocery stores, which involved retail displays showing off the fruit. As Sarah Deaton of Zespri explains, “It’s extremely important for SunGold to have an image on the package so consumers can see that the fruit is yellow inside.” As a result, the visual store displays feature pictures of cut SunGold Kiwifruit revealing the luscious and colorful inside of the fruit.
What's Driving This Trend
- Visual Campaigns
- Using visual displays in marketing to differentiate products and drive sales.
- Product Differentiation
- Finding unique characteristics to set products apart from competitors.
- Fruit Promotion
- Using visual displays to promote and educate consumers about specific types of fruit.
Who This Affects Most
- Grocery Retail
- Implementing visual displays to promote and differentiate products.
- Fruit Farming
- Identifying unique characteristics in fruit to market and sell.
- Advertising and Marketing
- Creating and executing marketing strategies, including visual displays, to increase product sales.
