KiwiFruit Targets Hispanics In Chicago.

Zespri International, a marketer of kiwifruit, has announced that it will launch its first-ever Hispanic advertising campaign in Chicago. The integrated campaign will kick off in July, and will encompass a series of radio ads, billboards, bus shelter ads, in-store promotions, and events.

Zespri’s campaign, created by Hispanic ad agency Mendoza Dillon, will introduce Chicago’s Hispanic community to the tropical flavor and abundant nutrition of ZESPRITM GOLD Kiwifruit, a new variety of kiwifruit developed naturally in New Zealand. High impact ads will feature ZESPRITM GOLD Kiwifruit as “tu pila natural” (your natural battery) and encourage consumers to recharge their batteries with one of the most nutrient dense fruits available.

While many people are familiar with green kiwifruit, ZESPRITM GOLD Kiwifruit is quite different, both in appearance and taste. Available June through October, ZESPRITM GOLD Kiwifruit is virtually fuzz-free and topped with a pointed crown. Unlike green kiwifruit, which has a tangy flavor burst, the gold kiwifruit delivers a luscious tropical blend of mango, melon and citrus flavors, with a soft and silken smooth texture.

“Our research has demonstrated that the tropical flavor and great nutrition of ZESPRITM GOLD Kiwifruit are a perfect fit for the Hispanic community,” said Karen Brux, North America Business Development Manager for ZESPRI International. “Mendoza Dillon has developed a strategic, high-impact campaign to reach Chicago’s Hispanic community where they live and where they shop. The relevance of our campaign messages, combined with a breakthrough creative concept, should resonate strongly with the Hispanic consumer.”

“We believe we’ve hit upon all the right elements in this new campaign to both generate awareness of ZESPRITM GOLD Kiwifruit among Hispanic consumers and encourage consumption,” said Carlos Mendez, Mendoza Dillon’s Chief Creative Officer. “ZESPRIä GOLD Kiwifruit is a great tasting, nutritious, easy-to-eat snack, with unique flavors and textures that are both appealing and familiar to Hispanic consumers.”