“It was exciting see a produce brand integrate the retailers into such a fun competition for consumers,” said Steve Woodyear-Smith, Category Manager for Oppenheimer, whose clients include a roster of Zespri Kiwifruit retailers around the country. “It was a good exercise to see where consumers bought their kiwifruit, while helping to create buzz around the competition, Zespri, and the retailers.”

The competition invited consumers to take photos showing how they integrate ‘delicious, nutritious Zespri Kiwifruit’ into their daily lives. They then were to post their photos online, hashtag #Zespri4LifeContest, and tag the retailer where they bought Zespri. Photos were judged on originality and creativity, best use of the ‘Zespri for Life’ theme and best incorporation of kiwifruit. By the end of the competition, over 300 applicants and 7,000 unique visitors visited the contest-landing page. About half of the participants used Instagram to enter the contest.

Michele Hoard, Zespri Marketing Manager - North America, said, “We’re very pleased with the results of the competition. Consumers engaged with the Zespri brand, their local retailer, and shared with their online followers how they enjoyed Zespri Kiwifruit. We received some very creative entries that we are looking forward to incorporating into our content strategy online.”

Safeway was the source for three weekly winners and the grand prizewinner. Other retailers mentioned included Wholefoods, Costco, Vons, Pavilions, Nugget Market, Super One, Lunds, Sam’s Club, QFC, New World, and Lucky Supermarkets. The grand prizewinner, Kristy B. from Albany, California, purchased her fruit at her local Safeway with the photo caption being, “This ride is fueled by Zespri Kiwi. Race you to the top of the hill! And when we get back, I’ve got a great green restorative snack…” Weekly winners received FitBit Surges, as well as a chance to win the grand prize, a trip to New Zealand.