New Zealand rebrands kiwifruit as rivals gnaw away at market share

New Zealand is renaming the kiwi-fruit Zespri, in a multimillion pound European relaunch to differentiate one of its primary exports from rivals.

Zespri International, part of the former New Zealand Kiwifruit Marketing Board is rebranding the fruit, which was originally known as the Chinese gooseberry.

The name was created by consultancy Interbrand, which entered into a computer a range of characteristics consumers associated with the fruit and asked it to produce a name.

Roger Growcott, Zespri International UK and Eire manager, says the decision to relaunch the kiwifruit is intended to give the New Zealand brand its own identity and promote it as a superior fruit.

New Zealand originally held the lion’s share of the world kiwifruit market. But this has now dwindled to 28 per cent with Italy, Spain and Asian countries eating into its share.

In the UK, Zespri is being launched in the first of a series of European-wide advertising campaigns. BDH Advertising, based in Manchester, picked up the business earlier this month, worth about 1.5m.

Zespri International is awarding several European ad accounts as part of the relaunch. Growcott says the original aim was to appoint one agency across Europe. But the budget has now been split and accounts are being awarded by market.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here