Kiwifruit proved ripe for a name change to Zespri

A pounds 100,000 PR campaign to re-brand the New Zealand kiwi fruit as the Zespri is set to launch through Key Communications.

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

bananas.



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

children’s media.



The campaign will support a poster advertising drive through BDH which

revolves around the ’hidden beauty’ inside the small hairy green

fruit.



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.



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