Zespri Launches Great Kiwi Adventure Sweepstakes

Redwood City, CA (May 17, 2010) – To ignite consumer awareness and generate excitement throughout the 2010 season, ZESPRI will launch The Great Kiwi Adventure sweepstakes on May 17, 2010. All marketing communications surrounding the sweepstakes drive home the ZESPRI difference: with dedicated growers and unparalleled, regulated growing systems in place, ZESPRI delivers the product dependability and accountability demanded by consumers and retailers, along with an internationally recognized brand of flavorful, consistently high quality GREEN and GOLD Kiwifruit.

Offering a grand prize of a trip for four to New Zealand ($10,000 value, including roundtrip airfare to the heart of kiwifruit country, the Bay of Plenty, 7 nights
accommodation and numerous day trips), The Great Kiwi Adventure is open to U.S. residents aged 18 and over, and runs throughout the ZESPRI® season, from May 17th through October 31st. To jumpstart consumer participation, ZESPRI's Kiwi A-Go-Go blogger competition challenges bloggers to creatively showcase kiwis (fruit or country) and the ZESPRI consumer http://www.thegreatkiwiadventure.com sweepstakes. ZESPRI will use blogger posts to build kiwifruit enthusiasm among readers and to provide links to the consumer sweepstakes entry form at www.thegreatkiwiadventure.com. A lucky winner will be drawn at random from the consumer entry pool in early November.

Bloggers face tougher criteria, with posts being evaluated monthly. (Blogger rules and online entry forms available at www.zesprikiwi.com/kiwiagogo.) A panel of judges will select the winner from among six semi-finalists in early November, with the prize package the same as the consumer sweepstakes. Air New Zealand and Tourism Bay of Plenty are promotion sponsors.

ZESPRI will support the sweepstakes with postcards distributed during roadshow programs, demos and events sponsored throughout the ZESPRI® Kiwifruit season. In addition to promoting the sweepstakes throughout all of ZESPRI’s social media channels, they will also work with retailers to promote the sweepstakes on their Facebook pages, Twitter feeds and other social media platforms. Retailers are also being encouraged to promote at the point of sale.

ZESPRI’s consistently high quality, innovative programs and marketing strategy have rewarded the grower-owned company steady market share growth year on year.

“From seed to shelf, ZESPRI® Kiwifruit is rooted in quality,” says Karen Brux, market manager for ZESPRI International North America. “We appreciate the importance of both trade and consumer outreach. With that in mind, we’re working with retailers to raise the profile of ZESPRI® Kiwifruit in the produce department and engaging in numerous programs to drive consumers to their retailer’s kiwifruit display. Our social media campaign is just one of the many ways in which we’re putting the spotlight on ZESPRI® Kiwifruit to make it part of everyone’s fruit basket.”

Source: Zespri International North America