In a marketing success for Zespri, more than 1000 people took part in an enormous Zespri 'Juicy Water Fight' in Shanghai to celebrate the launch of Zespri SunGold Kiwifruit in China this season.
The Juicy Water Fight was held in Shanghai's Central Park on Saturday July 19.
Zespri China country manager Lewis Pan said people registered online to take part to have fun with their family and friends with live music and lots of water balloons.
"Zespri is promoting a positive healthy lifestyle to Chinese consumers, with outdoor activities, a balanced diet and regular exercise. The Juicy Water Fight is a chance for Zespri's consumers to get away from their computer screens and mobile phones, have fun with friends and do something a bit different," Mr Pan said.
China is Zespri's third-largest market after Japan and Spain, and is forecast to be the number-one market in five years. Zespri is forecast to sell around 13 million trays of premium Zespri Kiwifruit in China this year and events like this help build on the strong awareness of the Zespri brand that Chinese consumers already have. Zespri is one of the leading fruit brands in China.
The Juicy Water Fight was part of the Zespri SunGold launch campaign in China which covers 11 Chinese cities.
Zespri's China marketing team has employed plenty of non-traditional advertising this season: entire metro stations have gone green with Zespri advertising; Zespri advertising is playing on TV screens on buses, taxis and mobile phones; and Chinese consumers can buy Zespri Kiwifruit through their TV remotes via TV sales programmes.
Zespri's online sales are rapidly growing in China, with around 500,000 trays sold online this year.