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To ignite consumer awareness and generate excitement throughout the 2010 season, Zespri has launched the Great Kiwi Adventure sweepstakes through a comprehensive marketing communications plan that plays up its dedicated growers and regulated growing systems, along with an internationally recognized brand of flavorful, consistently high-quality green and gold Kiwifruit.
Offering a grand prize of a trip for four to New Zealand (a $10,000 value, including roundtrip airfare to the heart of kiwifruit country, the Bay of Plenty, seven nights’ accommodation and numerous day trips), the Great Kiwi Adventure is open to U.S. residents age 18 and over, and runs through Oct. 31.
To jump-start consumer participation, Zespri’s Kiwi A-Go-Go blogger competition challenges bloggers to creatively showcase kiwis (fruit or country) and the consumer sweepstakes. Zespri will use blogger posts to build kiwifruit enthusiasm among readers and to provide links to the consumer sweepstakes entry form at www.thegreatkiwiadventure.com. A winner will be drawn at random from the consumer entry pool in early November.
Bloggers face tougher criteria, with posts being evaluated monthly (Blogger rules and online entry forms are available at www.zesprikiwi.com/kiwiagogo). A panel of judges will select the winner from among six semi-finalists in early November, with the prize package the same as the one offered in the consumer sweepstakes. Air New Zealand and Tourism Bay of Plenty are the promotion’s sponsors.
Zespri will support the sweepstakes with postcards distributed during road show programs, as well as demos and events sponsored throughout the kiwifruit season. In addition to promoting the sweepstakes throughout all of Zespri’s social media channels, the company will also work with retailers to promote the sweepstakes on their Facebook pages, Twitter feeds and other social media platforms. Retailers are also being encouraged to promote at the point of sale.
“We appreciate the importance of both trade and consumer outreach,” said Karen Brux, market manager for Redwood City, Calif.-based Zespri International North America. “With that in mind, we’re working with retailers to raise the profile of Zespri Kiwifruit in the produce department and engaging in numerous programs to drive consumers to their retailer’s kiwifruit display. Our social media campaign is just one of the many ways in which we’re putting the spotlight on Zespri Kiwifruit to make it part of everyone’s fruit basket.”
For more information on any of the above efforts, contact Brux at [email protected].