Friday, 25 August 2017 10:09

Top kiwifruit marketer in Japan

Written by 
Move over celebrities, here come the two ‘Kiwifruit Brothers’. Move over celebrities, here come the two ‘Kiwifruit Brothers’.

Move over celebrities, here come the two ‘Kiwifruit Brothers’.

For Kanako Inomata, the head of marketing for Zespri Kiwifruit in Japan, the switch from celebrities to the mascots have worked wonders.

This week she was presented the New Zealand Kiwifruit Industry Innovation Trophy; an award set up in 2015 by former chairman of Kiwifruit New Zealand Sir Brian Elwood, recognises outstanding innovation achievements and this is the first year it has been presented.

Japan is Zespri’s longstanding number one market; Japanese people are bombarded by 18,000 TV commercials a year and where sales of fruit have been dropping over the past decade.

Inomata was tasked with challenging convention and introduce marketing approach in Japan that makes Zespri Kiwifruit the hero, putting it front and centre in consumers’ minds, says Zespri general manager global marketing Jiunn Shih.

“For many years, our marketing relied on using well-known celebrities to promote the product. Through her work in consumer research and insights, Kanako recognised while this had positive short-term impact, it failed to build the Zespri brand toward its potential, with consumers remembering the celebrity more than the product they’re promoting.”

Working with celebrities can also be relatively costly, while marketing budgets have limits. Responding to consumer insights, Kanako came up with an entirely new approach – two mascots called the ‘Kiwifruit Brothers’. These award-winning characters have proved enormously popular with consumers and helped increase brand awareness and resonance for Zespri in Japan.

Innovation requires more than a good idea however. Kanako’s next challenge was to get Zespri’s sales partners on board with the new programme, involving instore displays across Japan using 13,000 sets of the mascots. It was supported with an integrated animation-based TV commercial, plus communication through digital media, fruit sampling and packaging, to establish the loveable mascots as enduring, iconic characters in Japan.

“The execution of the programme has been excellent, supported by new ways of understanding consumer insights that we are now sharing with other Zespri markets. Through breaking a long-standing marketing approach, Kanako has found a way to engage with younger consumers in Japan and open up significant new potential to grow Zespri sales,” says Shih.

Japan is regarded as a mature market and has been Zespri’s longstanding number one market globally. However, Zespri was able to grow sales by 30% in this important market between 2015 and 2017 and has plans to further increase sales by 25% over the next five years. This shows that innovative marketing approaches based on consumer insights can unlock further growth potential.

The judging panel for the trophy involved Zespri chairman Peter McBride, industry regulator Kiwifruit New Zealand (KNZ) chair Kristy McDonald and NZ Kiwifruit Growers Inc (NZKGI) president Doug Brown.

Commenting on behalf of the judges, McBride said the panel reviewed some excellent nominations, showcasing a wide variety of innovation across the industry.

“Whether the innovation involves science and technology, investment models, marketing or other initiatives, the application of new ideas underpins the long-term viability of our industry. We are delighted to recognise Kanako for her excellent contribution which can create enduring value and we thank all those who have been nominated for the trophy this year,” says MMcBride.

More like this

Featured

Australia develops first local mRNA FMD vaccine

Foot and Mouth Disease outbreaks could have a detrimental impact on any country's rural sector, as seen in the United Kingdom's 2000 outbreak that saw the compulsory slaughter of over six million animals.

NZ household food waste falls again

Kiwis are wasting less of their food than they were two years ago, and this has been enough to push New Zealand’s total household food waste bill lower, the 2025 Rabobank KiwiHarvest Food Waste survey has found.

Editorial: No joking matter

OPINION: Sir Lockwood Smith has clearly and succinctly defined what academic freedom is all about, the boundaries around it and the responsibility that goes with this privilege.

DairyNZ plantain trials cut nitrate leaching by 26%

DairyNZ says its plantain programme continues to deliver promising results, with new data confirming that modest levels of plantain in pastures reduce nitrogen leaching, offering farmers a practical, science-backed tool to meet environmental goals.

National

Machinery & Products

Tech might take time

Agritech Unleashed – a one-day event held recently at Mystery Creek, near Hamilton – focused on technology as an ‘enabler’…

John Deere acquires GUSS Automation

John Deere has announced the full acquisition of GUSS Automation, LLC, a globally recognised leader in supervised high-value crop autonomy,…

Fencing excellence celebrated

The Fencing Contractors Association of New Zealand (FCANZ) celebrated the best of the best at the 2025 Fencing Industry Awards,…

» Latest Print Issues Online

The Hound

A step too far

OPINION: For years, the ironically named Dr Mike Joy has used his position at Victoria University to wage an activist-style…

Save us from SAFE

OPINION: A mate of yours truly has had an absolute gutsful of the activist group SAFE.

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter