REDWOOD CITY, CA: The world's largest kiwi marketer has hired Publicis Dialog to help clear up misconceptions about the little, fuzzy, misunderstood fruit.
"People love kiwi, but it's not very well understood," said Karen Brux, Zespri International's North America business development manager. "People often buy kiwi when it's not ripe. Many also think it's a hassle to eat. They don't realize that you can just cut it in half and scoop out the fruit with a spoon."
Zespri, which represents more than 2,000 kiwi growers in New Zealand, will focus its US campaign on the kiwi's nutritional benefits, said Brux.
Retailers will also be targeted in an effort to make sure they display the fruit properly.
Publicis COO Steve Bryant, president of the Seattle office which will handle the task, said, "Some say it's an unapproachable fruit. It's fuzzy, brown, and often sits in the refrigerator until it shrivels up. But there are great stories to tell about the kiwi."