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Zespri launches SunGold marketing drive in North America

Zespri launches SunGold marketing drive in North America
Photo: Zespri

Zespri has commenced its 2021 SunGold kiwifruit marketing campaign in North America, with the first fruit to arrive in mid-May. According to Zespri, SunGold is now the top-growing kiwifruit and retailers can drive sales by making it easier to find. Shoppers are better able to locate SunGold in the produce section with its newly designed vertical packaging, which is stackable and easier to merchandise.

Shopper marketing manager Sarah Deaton said: “Zespri is the world leader in premium kiwifruit and our kiwi is outpacing total fruit growth by eight points. With Zespri SunGold Kiwifruit we achieved 47% sales growth through 2020 and there is continued high consumer demand making it a basket value driver. Our market development managers are available to help retailers develop in-store promotions created specifically for their shoppers to increase sales.”

To build on the success of its popular SunGold Kiwifruit variety, Zespri is introducing “Taste It To Believe It,” a 360º marketing campaign highlighting the unexpected flavour experience consumers have when they try a SunGold kiwifruit for the first time.

Consumers will be enticed to try Zespri SunGold Kiwifruit through various touchpoints during Zespri’s consumer sampling programme across the US. The digital component will include social, email, online video and display advertising in addition to driving trial with Free Standing Inserts, direct mail, Ibotta and coupons.com campaign and event activations. The consumer campaign will carry through Zespri’s updated creative on the in-store display showing the yellow, juicy texture of SunGold kiwifruit and “Tastes Like Wow” graphics along with nutritional information.

“The bold graphic on the packaging sleeve and display captures the burst of flavour consumers get when they bite into Zespri SunGold Kiwifruit,” said Deaton. 

Retailers are encouraged to build large, eye-catching displays in and out of the produce section to drive incremental sales. As an example, one retailer featured Zespri SunGold Kiwifruit for a month, which included a TPR and three display bins at the front of the store.

 

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Pinkids® takes on the colours of the animated film Trolls World Tour

Pinkids® takes on the colours of the animated film Trolls World Tour
Photo: Pink Lady

For the new season, Pinkids® apples will put on the colours of the Trolls World Tour licence to support their stepping-up. Over the past five years, Pinkids® have been an unfailing success, with a 238% increase in volumes sold between 2015 and 2020.

This campaign is part of a strategy of partnerships with high-profile licences initiated several years ago; this initiative has helped PinKids® be perceived as a dynamic brand and as a strong value by retailers and attractive by consumers.

In concrete terms, on the shelves, this partnership will take the form of a customised packaging range and of plates of stickers showing the characters offered in each pack.

This launch is also served by social networks and the launch of an online contest, with no purchase obligation, until 31 January to try to win a bundle of Trolls themed goodies, including a Nintendo Switch.

 

 

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Pink Lady® sets off on tour across France

Pink Lady® sets off on tour across France © Pink Lady®
PINKIDS © Pink Lady®

 

To launch the new season, Pink Lady® will crisscross France to meet its partner wholesalers in wholesale markets and open-air markets in 10 cities. This unprecedented tour, which will begin on November 5 and will run for 5 weeks, will announce the launch of the French harvest and allow Pink Lady® to anchor itself a little more in the local landscape.

The implemented system is designed to provide partner wholesalers with the necessary communication tools, including:

– A POS Kit to highlight the presence of Pink Lady® and increase its visibility. This kit will be personalised with a badge dedicated to the colours of the city;

– An animation kit to create events with the presence of a facilitator. Tastings of Pink Lady® apples and 100% winning scratch card distributions will attract and encourage interaction with customers;

– A retailer kit that will allow wholesalers to reward their best customers who will be able, in turn, to promote the French harvest in stores.

In order to strengthen its visibility in open-air markets, Pink Lady® will have a vehicle branded in the colours of Pink Lady®, with the dedicated badge of each city to promote the brand.

This large-scale event will enable Pink Lady® to strengthen its status as a partner with wholesalers, develop its visibility and volumes, and promote customer loyalty.

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Tozer Seeds Ibérica launches first promotional campaign in Spain

Tozer Seeds Ibérica launches first promotional campaign in Spain
Photo: Tozer Seeds Ibérica

Tozer Ibérica, the Spanish subsidiary of British seed company Tozer Seeds, has launched its first communication campaign in Spain to raise brand recognition in the Spanish agricultural sector. 

José Carlos Grajeda, commercial technician at Tozer Ibérica, said: “Although we have been operating in Spain since 2010, we know that there are still many professionals who do not know us. For this reason, at Tozer Ibérica we consider that the time has come to take a step forward so that Spanish producers can see the work we can develop together and know that they can count on us to optimize their vegetable production and go hand in hand to the linear . We want to offer them added value, accompanying them from the beginning to retail, minimising the producer’s risk and providing added value with new varieties.” 

The constant investment in R&D as well as the permanent commitment to the environment, which is reflected in the company’s policy of perfecting plant varieties without genetic modification, are the hallmarks of Tozer Ibérica.

“We have chosen the slogan ‘Naturally innovative’ because it expresses our philosophy very well both as a company and individually. We want to continue betting on new varieties, but always with respect for our environment and support for our customers. You can be innovative in a natural way and at Tozer Ibérica we strive to demonstrate it every day,” said Grajeda.

Strategic alliances, special actions or direct marketing are some of the actions planned in this campaign that is now beginning. They will be complemented with the constant information that Tozer Ibérica will publish on their newly launched profiles on LinkedIn and Twitter.

From its offices in the Murcian town of Fuente Álamo and with a team of 12 people, Tozer Ibérica has not stopped growing since its foundation a decade ago. Its catalogue, in constant evolution, is strongly marked by high horticultural specialisation. Celery, leek, chard, spinach, cabbage, kale, tomato, pak choi, pumpkin, rocket or Kalette (finalist at the 2013 FLIA innovation awards), complete the firm’s offer.

 

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Ambrosia ™ launches first television advertising campaign 

Ambrosia ™ launches first television advertising campaign 
Photo: Ambrosia™

With the claim “Ambrosia, te va divina” (Ambrosia, you’re divine), the Ambrosia ™ apple brand has launched its first television advertising campaign in Spain with a 20-second spot, which is being broadcast nationwide on the main networks. This campaign, which will be active until November 29, aims to achieve greater brand awareness of Ambrosia ™ apples in Spanish homes.

In this commercial, Ambrosia ™ stages the day-to-day life of a Spanish family, promoting their apples with naturalness, dynamism and freshness. The representation of everyday scenes enables Ambrosia ™ apples to be positioned as a quality, healthy and versatile product, which has its place in every moment of our lives.

Meanwhile, Ambrosia ™ presents through this new television campaign, its first image change with which it wants to establish its notoriety in the international market and reach as many consumers as possible. Consumers will therefore soon be able to discover a renewed logo consisting of a halo of gradient colours.

The halo is the result of the fusion of the two main elements of the brand, which are its symbol and the colour gradient, characteristic of the variety. The brand update also affects the brand’s slogan, which becomes “… Mmmbrosia. Sweet by Nature ”to“ … Mmmbrosia ”.

With this renewed image, Ambrosia ™ aims to build a stronger and more attractive brand identity to stand out in the fresh produce market and place itself even more in the minds of consumers. Ambrosia ™ will release its new image in the coming weeks both in its packaging and in its products as well as in its different corporate elements.

 

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CRISP, JUICY, READY FOR THE MOVIES: Kanzi apples are the secret stars on the red carpet

CRISP, JUICY, READY FOR THE MOVIES: Kanzi apples are the secret stars on the red carpet
PRESS RELEASE
Borgloon/Berlin, 23rd of February 2020

 

 

The Berlinale opened noticeably subdued on Friday in the shadow of the Hanau attacks. After a moving speech by the Governing Mayor of Berlin, Michael Müller, followed by a minute of silence, new Berlinale directors Mariette Rissenbeek and Carlo Chatrian insisted in their greeting that: “The Berlinale and Berlin are inseparable, because a dynamic city is the perfect platform for an international film festival. And as such this year we are bringing together again enthusiastic Berliners and guests from all over the world, in order to reflect on artistic and political issues.”

In competition this year at the Berlinale for the Golden and Silver Bears, 18 movies, including two German productions: the adaption of Alfred Döblin’s novel “Berlin Alexanderplatz“ directed by Afghan-German director Burhan Qurbani and “Undine”, the latest movie by resident Berlinale director Christian Petzold.

A special highlight will include an homage to Helen Mirren and presentation of an Honorary Golden Bear for her lifework. It will be awarded to one of the best known and most versatile actresses in British and international cinema.

Hollywood greats such as Sigourney Weaver, Cate Blanchett, Javier Bardem, Johnny Depp and Willem Dafoe have already been at the Berlinale and will be there again this year.

Between 21 and 23 February, among the famous celebrities like Johnny Depp and Cate Blanchett, one can also meet smart young men dressed in red in front of various film locations of the Berlinale.

Eve may have tempted Adam with the apple in the Garden of Eden but the Kanzi® Men make it all rather charming at the Berlinale. At the Berlinale, the delicious Kanzi® apples are present at the Berlinale VIP Club, press centre as well as in hotels and other distribution spots.

The juicy and healthy snack fits the international audience perfectly. Kanzi® is a global apple brand with a strong local presence. The apples are grown in 13 countries and six continents. In Europe, Kanzi® are grown in Germany, the Netherlands, Belgium, South Tyrol, Great-Britain, Austria and Switzerland. There are also cultivation areas in the USA, Australia, South Africa, New Zealand, Chile and Argentina.

“Thanks to this worldwide distribution and simultaneous presence in the key apple consumption regions, Kanzi® apples of outstanding quality are available all year round and yet 90 percent of all Kanzi® apples are bought and consumed in their respective home markets,” points CEO Dietmar Bahler out. This makes Kanzi® a suitable supplier for the international film festival, whose organisers emphasise: “Sustainability is perhaps the most pressing issue of our time and has been for years a main concern for the Berlinale.”

Berlinale Director, Mariette Rissenbeek, stresses that: “It is our great pleasure to welcome Kanzi® as a new partner of the Berlinale and to be able to offer a healthy snack to our festival guests. Thanks to the apples, our audience makes it through the festival full of vitamins.”

The Berlinale guests see it that way as well: Stefanie Fischer from Friedrichshain insists on biting into the red fruit: “Giving apples to visitors is a great idea and a delicious alternative to popcorn and other things you usually eat at the movie theatre.”

“The power of great taste” is not only a marketing slogan, it also describes Kanzi® very accurately. It certainly fits the diverse selection of the approximately 340 movies that are shown at the Berlinale.

The whole Kanzi® team is proud to be a tasty part of these events.

The slogan for the apple “The power of great taste” was showcased at the Berlinale 2020 on big screens on the red carpet at the Potsdamer Platz. The Kanzi® men distributed the delicious apples as healthy snacks in many venues at the Berlinale such as in cinemas, hotels, lounges and press centre.

 

More info:

Kanzi® apples were available for guests until the end of the Berlinale on 1 March in the press lounge as well as in many hotels around the Potsdamer Platz (Marriott, Scandic Berlin and The Mandala)

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The European Packaging Forum: Congress & Get-together on May 14, 2020

The European Packaging Forum: Congress & Get-together on May 14, 2020

The European Packaging Forum is a precisely tailored congress event for the fruit and vegetable industry, focusing on marketing, sustainability, traceability, consumer and trade acceptance, innovative solutions, logistics, protection and functionality, hygiene and law. These are the topics that the experts from all stages of the value chain will be discussing on 14 May 2020 in Düsseldorf at Hotel Nikko Düsseldorf. This will be followed by the DFHV Annual Conference on 15 May 2020. 

The organisers – Agrarmarkt Informations-Gesellschaft (AMI) and Fruchthandel Magazin – will be addressing a central topic in the sector, which is not only being strongly discussed in the entire value chain, but also in society. A press release stated: “Since the recent pictures of dead whales and polluted seas make this topic difficult to be ignored. We want to tackle the challenges and take a close look at them in order to discuss and sketch out alternatives and solutions with the competent experts in the end and thus give the industry new impetus. We want to bring together the most important market partners in the European sector in order to objectify the discussion and jointly develop new ideas and strategies for contemporary solutions and offers for the entire value chain.”

Simultaneous translation is provided of the plenary sessions in German and English.

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Campaign in Quebec promotes loving 5-10 daily servings

The Quebec Produce Marketing Association’s “I love 5 to 10 servings a day” campaign reminds people about the importance of eating more fruits and vegetables as part of a healthy lifestyle, and about the variety of ways in which their benefits can be enjoyed.

“I love 5 to 10 servings a day” is the tagline for a campaign now running province-wide in Quebec, Canada, to remind consumers about the importance of eating more fruit and vegetables.

First launched in 2004 by the Quebec Produce Marketing Association (QPMA), the “I love 5 to 10 servings a day” campaign has been given a fresh look and will run from May 2 through June 5.

The campaign features four new visuals that include the well-known heart figures, plus a new slogan: “Mettez-y du coeur!” (Put your heart into it!).

The aim remains simple and straightforward: to remind consumers how important it is to eat fruits and vegetables, and also how easy it is to make them part of daily life in all sorts of ways, including recipes, smoothies, snacks, and preserves, the QPMA said.

“Besides being tasty and good for our health, fruits and vegetables have the advantage of being extremely versatile. You can snack on them any time of day, in almost any form you like. As I’ve often said before, fresh or frozen, raw or cooked, in soups or salads, practically any way is the right way to eat 5 to 10 servings a day,” said nutritionist Julie DesGroseilliers, the campaign’s official spokesperson.

The new campaign will appear on numerous billboards in Montreal, Quebec City, Trois-Rivières, and Sherbrooke, and on many websites as well, including lapresse.ca, tou.tv, ricardocuisine.com, telequebec.tv. Its social media visibility will also be supported with Facebook ads.

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Fresh produce delivers over a third of Lidl’s turnover

This month Lidl started a new marketing campaign centred on the slogan "If it's fresh, it's from Lidl" and focused on its assortments of meat, fruit, vegetables and ready-to-eat salad packs.

Fresh produce accounted for 35% of sales of its sales last year, says discount retailer Lidl.

That’s up five percentage points on the previous year and reflects the fact it puts freshness at the heart of its product strategy, the German global supermarket chain said in a press release.

Fresh produce section in a Lidl store

Lidl said it is also continuing to carry out major projects designed to strengthen its fresh produce assortment. It said in fresh fruit and vegetables it now has an offering of 110 references, 10% more than in 2015.

Head of purchasing for Lidl Spain Miguel Paradela said Lidl maintains its strong focus on fresh produce “because we are aware of how crucial it is when it comes to winning customer loyalty and making sales.” The retailer wants not only to offer a wide range of fresh produce, but at the cheapest price on the market, he said.

Lidl said it also remains the biggest buyer of Spain’s horticultural produce, last year buying 1.2 million tons of fruit and vegetables – up 11.6% on 2014 – and the equivalent of 6% of Spanish agricultural production. About 80% of this produce goes abroad to stock the 10,000 stores Lidl has across the 26 European countries in which it operates.

This month Lidl started a new marketing campaign centred on the slogan “If it’s fresh, it’s from Lidl” and focused on its assortments of meat, fruit, vegetables and ready-to-eat salad packs.

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Fashion watermelon intensifies final consumer campaign

Backed by a production noted for high quality standards, Fashion watermelon has been present this season in all Spanish households, thanks to a widespread dissemination and advertising campaign.

Backed by a production noted for high quality standards, Fashion watermelon has been present this season in all Spanish households, thanks to a widespread dissemination and advertising campaign including the country’s main audio-visual communication groups. To this end, Europe’s ‘seedless’ frontrunner has sponsored TV entertainment shows such as ‘El Hormiguero’, ‘Sálvame’ and ‘Espejo Público’ as well as cookery programmes like ‘Al Punto’, and series such as ‘El secreto de Puente Viejo’ and ‘Amar es para siempre’, among others. Two actions were staged at the Atocha (Madrid) and Sants (Barcelona) railway stations as part of the spectacular marketing campaign, with eye-catching advertising posters beguiling thousands of travellers over several weeks. “Once again this year, our customers have been enjoying the uniform sweetness and crisp, refreshing texture of our watermelons. An effort which has undoubtedly been worthwhile,” adds the Fashion watermelon CEO.

Image: courtesy of http://www.sandiafashion.com/