NZ: Zespri launches Mexican child health kiwifruit drive - FreshFruitPortal.com

NZ: Zespri launches Mexican child health kiwifruit drive

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NZ: Zespri launches Mexican child health kiwifruit drive

Zespri has launched its inaugural Kiwifruit for KidsĀ campaign in Mexico aimed at promoting a healthy lifestyle and cutting down on obesity.

The New Zealand marketer is involving charities Un kilo de Ayuda, FundaciĆ³n Taraumara, Casa de la Salud GĆ©nesis 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 childĀ 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 ImalinxĀ marketing director for Latin America InĆ©s 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 kidsā€™ health initiative to span North America

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