Campaign objective
Introduce shoppers to Zespri Ruby Red Kiwi — a variety many had never seen — drive sample-to-purchase conversion, and educate on flavor differences versus SunGold.
Execution summary
Mariano Events activated Zespri Kiwifruit at Market District locations across Ohio, Pennsylvania, and Indiana.
- Brand ambassadors introduced shoppers to Zespri Ruby Red Kiwi at the produce set
- Educated customers on health benefits and flavor differences between SunGold and Ruby Red
- Created one-on-one trial moments that drove purchase decisions on the spot
- Captured conversion, brand discovery, and purchase-driver insights from the field
Execution summary
Results: 1,590+ samples across 25 demos in 3 states; 19.8% conversion from sample to purchase; 52.2% of customers had never heard of the brand before sampling. Flavor was the top purchase driver at 42.6%.
