Case Study: Zespri International localises messaging for market expansion with Stickybeak

Localising messaging for market expansion with Zespri Kiwifruit

Zespri International, the world's largest marketer of kiwifruit, faced the challenge of expanding into new international markets. They needed to understand which specific marketing messages would be most effective and motivating to local consumers in each country, as strategies that work in one region often fail in another. They turned to Stickybeak for a solution.

Stickybeak implemented a message testing service across six countries, including Thailand, India, and Mexico. Using Stickybeak's platform, Zespri developed and tested localized messages within their global brand framework to determine what would drive consumers to try kiwifruit. The solution successfully identified which messages resonated universally and which were ineffective in specific markets, allowing Zespri to avoid potential marketing failures and focus their campaign development on the most motivating content.

Zespri International

Denise Zhuang

Global Market Research Manager