Zespri Kiwifruit a New Zealand based fruit cooperative was facing challenges in India as Kiwifruit was non-indigenous and not just lacked familiarity with the consumer palate but also with the un-educated sales & distribution channel. In the midst of growing competition and low acceptance – Zespri Sungold Kiwifruit was also being mistaken as an over ripened Green Kiwifruit. A behavioural change was brought in through Omnichannel seeding, that spanned on both, the sales as well as consumer front building Zespri Sungold Kiwifruit as a Super fruit.
We for Zespri Kiwifruit strategized and executed seeding through Omnichannel activation targeting both the consumer & retailer. The seamless Omnichannel activation included Mandi Drives, Street Vendor program, School Contact Program, Sales Boost program in Modern Trades. If that was not enough we even looked at indirect behaviour seeding of Zespri Kiwifruit by mapping and replacing the blessing from god ‘Prasad; with Zespri Sungold Kiwifruit during Ganesh Utsav & Durga Puja and made it part of healthy gifting during Onam & Diwali. We even seeded Zespri Sungold Kiwifruit to replace snacking Third Party Events & Corporate.
Our robust Street Vendor program - a much appreciated one internationally was where we converted over 600 Street vendors by educating them and made them Zespri loyalists & brand influencers to push for Zespri Sungold Kiwifruit to their customers.