ZESPRI SAMPLING TOUR
Introduce consumers to the sweeter, golden kiwi in an memorable way that would leave a lasting, love at first bite impression.
With the audacious goal of getting Zespri® SunGold Kiwi into 500k new mouths each month of its season, we knew we had to do something different. In February of 2020, we were locked in on our plan, with a combination of exciting experiential and shopper marketing strategies to delight consumers with the goodness of the golden kiwi. And then COVID-19 changed our world. We shifted from letting consumers find us to us seeking them out. With the cancellation of festivals and events across the country, we pivoted with a fleet of roaming immunity-boosting support to engage consumers safely and effectively.
Tour elements included a custom fabricated mini truck and cooler bike, pop up tents, roaming ambassadors, and brochures with coupons.
Our journey took us to 10 key outdoor markets where consumers shopped, dined, exercised and frequented with their families during these trying times.
While 2020 national events didn’t go as planned, The Vitamin C squad was able to adapt and follow strict state guidelines while putting the product safely in the hands of consumers.
Pre-shop
iBotta
FSI
Shop
Shipper
1,336,570 Total Samples Distributed
2,019,000 Total Attendance/Impressions
280,485 Total Coupons Distributed
