A pounds 100,000 PR campaign to re-brand the New Zealand kiwi fruit
as the Zespri is set to launch through Key Communications.
Zespri International (formerly the New Zealand Marketing Board) is
renaming the fruit in order to differentiate the product from that of
rival exporters from Chile and Italy.
Key, which won the contract in a two-way pitch, is gearing up for the
first shipment of re-labelled Zespri to arrive next month.
The agency will then work to shed the exotic image of the fruit by
promoting it as an ’everyday eat’ alongside apples, pears and
It will promote the boiled egg style ’cut and scoop’ method of eating
Zespri, which may come packaged with a spoon, and outline its
nutritional content and taste.
Key plans to talk to the women’s press and cookery writers in order to
reach mothers, its main target audience. It may also approach the
The campaign will support a poster advertising drive through BDH which
revolves around the ’hidden beauty’ inside the small hairy green
This is Zespri International’s first PR programme. The company’s UK
director Roger Growcott said that there is ’enormous potential’ for
market growth in the UK especially as general fruit consumption lags
behind the rest of Europe.