The Zespri Kiwifruit for Kids campaign recently wrapped up, awarding a $10,000 to the iCAN Foundation to fight childhood obesity. The campaign, which is part of Zespri's efforts to focus on healthier eating, was such a success that Zespri is expanding the program outside of the United States.
Like in last year's iteration of the campaign, consumers were encouraged by in-store and online promotions to support one of six charities that address the issue of childhood obesity. Users could log onto Facebook or an alternative microsite, to earn points for their preferred charity by playing games related to leading a healthy lifestyle. At the end of the competition, which concluded on October 21st, the charity with the most points was awarded $10,000. This year, the iCAN Foundation, founded by New Orleans Saints' Pierre Thomas, garnered the most points. The charity which came in second, Treeswing, also received $5,000 to help in their fight against childhood obesity.
The Kiwifruit for Kids initiative, in addition to promoting healthy diets for children, is part of Zespri's plan to promote healthy eating, said Carol Ward, Zespri's general manager for marketing.
“We've seen a growing awareness in the United States about childhood obesity and a focus on healthy eating and healthy living,” she said. The idea is to partner with grassroots organizations to encourage healthier diets and inform people that kiwifruit is an excellent way to go in that direction.
“We see a growing trend toward healthy eating,” added Ward. “People have a concern for their diet, they care about what their children eat, and they want real foods that are nutrient-rich.” While projecting the message calling for a healthier lifestyle and focusing more attention on the issue through promotions like the Kiwifruit for Kids campaign, Zespri has found success. In fact, the format has gone so well that they have expanded it to Mexico.
“Mexican retailers saw what we were doing in the United States and liked it, so we expanded it there,” said Eva Fedderly of Spun, a public relations firm that helps Zespri with the Kiwifruit for Kids campaign. “It seems to be something that retailers really like.” Combining retailers, charities and the power of social media has been successful so far, said Ward, because Zespri has focused on improving the health of children and consumers in general.
“We're committed to growing kiwifruit,” she said. “Because Americans are focused on healthier diets, we think it's great for us because kiwifruit can help with that.”
