Grayling Thailand, which handles the brand’s public relations, has been working closely with Zespri’s Southeast Asia marketing director, Daniel Mathieson, and the New Zealand Embassy in Thailand in the run up to the launch. Thailand is considered a key market for long-term growth in the region.
“Zespri kiwifruit punches well above its weight in terms of the health and nutritional benefits for consumers, but Thailand has an enormous variety and volume in local fruits as well,” said Grayling Thailand managing director, Justin Barnett.
“Our role is to work with Zespri, its partners and retailers to broaden awareness of its nutritional power and ‘value for money’, tapping into the growing customer base of modern retail trade in Thailand, which is looking for these qualities.”
Media work on the campaign is already well underway with a familiarisation trip to New Zealand for key Thai media next week. The journalists will learn how the fruit is grown, harvested and transported to market.
