Marketing breakthrough for Zespri
Zespri has scored a significant marketing coup by partnering with McDonald’s in Mexico to provide every Happy Meal buyer with a giveaway kiwifruit during June.
Zespri general manager for Mexico Carol Ward said more than 1 million kiwifruit of the new SunGold variety would be given away. She said the promotion was a good fit for Zespri, which prides itself on its healthy products.
‘‘McDonald’s is working hard to introduce healthy meal options, it is quite innovative in Mexico,’’ Ward said.
‘‘This marketing partnership is a great step toward establishing both our brand and gold kiwifruit, which is largely unknown in this region, to families across Mexico. This is part of a broader strategy to introduce our new premium product and its powerful health benefits to new markets around the world.’’ Ward said.
The promotion was a world first for Zespri in the 54 countries it sells in.
Although Mexico was a relatively new market for Zespri, it was fast growing. Forecast sales are 750,000 trays this season, 50 per cent ahead of last, making it Zespri’s largest market in Central and South America.
Ward said the kiwifruit would be available in every McDonald’s in Mexico – more than 400 restaurants. While McDonald’s was buying the kiwifruit, Zespri would not confirm if it had supplied the fast food chain at a discount because the information was ‘‘commercially sensitive’’.
A SunGold advertisement will also play on McTV in McDonald’s stores during the promotion and McDonald’s Mexico’s 8000 crew will receive training about Zespri and SunGold.
Felix Ramirez, director of corporate communication for McDonald’s Mexico, said the company’s commitment to innovation and quality led it to search out the best products.