NZ: Zespri launches Mexican child health kiwifruit drive
The New Zealand marketer is involving charities Un kilo de Ayuda, Fundación Taraumara, Casa de la Salud Génesis and Mama A.C., which represent major Mexican regions.
The public can earn points for their preferred charity by visiting the campaign’s Facebook site, answering questions on health and child nutrition as well asthrough playing online games.
The charity that gains the most points up to Nov. 30 will win a MXN60,000 (US$4,685) prize from Zespri.
Zespri kiwifruit child health spokesperson and Imalinx marketing director for Latin America Inés Masallach, said there would be strong involvement from department store chain Soriana and its related charitable foundation.
“Kiwifruit have achieved greater recognition than other fruit in terms of nutritional benefits. For 10 years we have worked with Zespri developing strategies for sales entry and added value point of sales promotions.
“There have been activities and promotions targeted to specific niches such as pregnant women, athletes and families.”
Masallach said Zespri decided to launch its campaign in Mexico because it is Latin America’s second-largest country and has a high level of social media network interest with women as decision makers.
It’s expected campaigns for a limited time will be launched in Mexico over the next few years with Brazil a future target market.
The Mexican promotion follows similar campaigns in the U.S. that have been run for the last two years.
Related stories: NZ: Zespri kids’ health initiative to span North America