(July 24) The second round of Zespri’s Power Up! campaign is set to launch Aug. 1 as the company pushes harder toward the North American market.

This year, the Power Up! campaign is focused in five markets and is scheduled to take place over six weeks, said Steve Woodyear-Smith, kiwifruit category director for The Oppenheimer Group, Vancouver, British Columbia, which markets more than 90% of Zespri International Ltd.’s kiwifruit in North America.

Auckland, New Zealand-based Zespri is the exclusive marketer for New Zealand kiwifruit growers.

Woodyear-Smith said teams armed with highly decorated vehicles, tents and marketing materials plan to visit retailers and consumers in Orange County, Calif., Portland, Ore., Seattle, New York and Miami. Teams will sample fruit inside and outside stores.

“The goal is to get to as many retailers as they can,” Woodyear-Smith said. “It’s almost like a fast attack with very motivated people going out there and doing samples and encouraging people to try it and buy it.”

The campaign is a little different this year, said Karen Brux, general manager of Zespri’s North American division.

“This year, we’re going to fewer cities and are doing it for a longer time so we can actually go back to a retailer two or three times,” Brux said. “This way we can have a stronger impact on the store. It was very well received last year.

Zespri’s push to North America has been multifaceted, Brux said. Zespri plans to ship more than more than 5 million trays of green and gold kiwifruit to North America this year. That is up from an estimated 4 million trays last year.

Part of the push has been dedicated marketing toward dietitians and nutritionists, though sponsorships at the American Dietetic Association meetings and through electronic newsletters sent to professionals in the industry, Brux said.

Brux said Zespri is working with nutritionist Joy Bauer, who appears on the Today show on NBC and is the author of Joy Bauer's Food Cures: Easy 4-step Nutrition Programs for Improving Your Body.

Zespri also is doing targeted promotions toward the Hispanic and Asian populations in Los Angeles, Vancouver, Toronto and in other selected communities, particularly featuring gold kiwifruit.

Zespri targets North America with kiwifruit promos
Zespri kicks off its North American kiwifruit promotion Aug. 1, with a six-week tour that begins in Seattle, Orange County, Calif., Miami and New York. The Power Up! Team uses in-store sampling and travels in brightly colored Zespri cars to distribute information about the fruit, setting up displays such as this one in Seattle last year. The Oppenheimer Group, Vancouver, British Columbia, markets about 90% of the fruit.