Live from Fruit Attraction 2022: Jingold collaborates with Marvel

Jingold made an alliance with Marvel to boost kiwi consumption for youngsters.

This week at Fruit Attraction, Jingold, the Italian kiwi grower, was presenting its new marketing developments with the Marvel «superheroes» license.

Federico Rossi, Export Manager of Jingold has introduced the new concept: «Mini-kiwi superheroes», a combination of 3 different punnets with different characters: Spiderman, Avengers and Chia adapted to Red, Gold and Green kiwis. The packaging is sustainable for a perfect fit with the target groups.

Federico explains: «Marvel characters are the most popular characters for young consumers: from 2 to 39 years old. It’s a great incentive to boost kiwi consumption among young generations. At the same time, it levels up the value of smaller calibers, from 36 to 42.»

During the last 6 months, Mr. Rossi, together with the Jingold team has worked to build up a full concept with marketing activities. These include gadgets to give away, gaming activities to download, draft lottery to win a trip to Disneyland Paris. The marketing campaign will start on October 6th and will operate in Italy, France, Germany, Austria and Switzerland for the first year.

Mr. Alessandro Fornari, CEO of Jingold, has commented on the latest forecasts for the Italian kiwi season: “Red kiwi crop is finished now for the first sales at the end of October. Now, farmers continue with the green kiwi crop and project to start commercialisation in November. Generally speaking, in Italy, the volume should be up from 10 to 15% with good quality. Jingold will increase more than the market with a projection of +30% in volume.»

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