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.