Some products you can talk about. Others are best experienced first-hand.
Kiwifruit clearly belongs in the second category.
In fruit and vegetables, purchase decisions are often made right at the shelf: spontaneously, visually and within a few seconds. This is exactly where brand activation shows its particular strength. One spoonful of Zespri SunGold Kiwifruit conveys immediately what makes the product special: the golden colour, the pleasant texture and, above all, the sweet and juicy taste. And in that same moment, the second reason to buy comes across: Zespri kiwifruit is packed with nutrients and delivers plenty of vitamin C – a benefit that speaks directly to the trend towards conscious, healthy eating.
That is why in-store tastings are such an effective instrument – right where the purchase decision is made. They do not stand alone but are part of an integrated approach: the tasting extends the new Zespri campaign “Packed with nutrients” all the way to the shelf and addresses shoppers there in a targeted way.
In fruit & vegetables, the product speaks for itself
A tasting brings brand, product and shopper together in one immediate moment. With fresh produce, this brand experience is created right at the stand – personal, authentic and close to the purchase decision.
Cutting, portioning, presenting and serving: behind a seemingly simple tasting moment lies a precise process. Hygiene, cleanliness, documentation and trained teams all interlock. Every one of these steps helps to present product and brand at a premium level.
Then there is the right pace. In the fruit and vegetable aisle, shoppers are on the move and decisions are made quickly. An activation therefore needs to be immediately understandable, inviting and uncomplicated.
A friendly contact. A brief moment. A taste experience that sparks curiosity.
From the spoon to the shopping trolley
Taste creates the first point of access. The personal conversation extends the experience.
There is plenty to discover about Zespri Kiwifruit: the sweet, juicy taste of SunGold, its nutritional values, the distinctive character of Zespri Green – and how versatile both are in everyday life: as the perfect start to the day, in muesli, in a salad or as a snack in between.
Messages work best when they are immediately understandable and easy to transfer into people’s own daily routines.
Cut the kiwifruit open, scoop it out, enjoy.
Shown in a matter of seconds – and perhaps part of breakfast the very next morning.
Our activation logic comes down to four steps:
Taste. Experience. Understand. Buy.
What we measure and why
Contact numbers are an important metric. It becomes particularly interesting, however, when we look at what develops out of those contacts.
That is why we measure along the entire impact chain: how many shoppers we reach and how many trial contacts are generated, how intensive the conversations are, which product messages attract interest, how often tasting turns into a concrete purchase impulse, and how sales develop around the activation.
Our digital reporting delivers the relevant information straight from the field while the campaign is still running. This allows deployment times, store steering, product availability or the way shoppers are addressed to be optimised continuously.
Data therefore shows not only how an activation performed. Above all, it helps us steer every further activation even more precisely.
Think centrally, activate locally
Fruit & vegetables come with one particular advantage: the product itself is one of the strongest arguments.
When product quality, people, placement, timing and operational precision come together, sampling develops into a comprehensive brand activation with measurable impact.
Brands grow when they are experienced.
At Zespri, that experience begins with a spoonful of kiwifruit. And sometimes a few seconds of taste are enough to turn curiosity into genuine interest – and interest into a purchase impulse.
