Zespri GM for Mexico, Carol Ward, said more than one million kiwifruit of the new SunGold variety would be given away in the promotion.
She said the promotion was a good fit for Zespri, which prides itself on its healthy products.
“McDonald’s is working hard to introduce healthy meal options; it is quite innovative in Mexico,” Ward said.
“This marketing partnership is a great step toward establishing both our brand and gold kiwifruit, which is largely unknown in this region, to families across Mexico. This is part of a broader strategy to introduce our new premium product and its powerful health benefits to new markets around the world.”
The promotion was a world first for Zespri in the 54 countries in which it sells. Ward said the company would consider repeating the exercise in other markets.
Although Mexico was a relatively new market for Zespri, it was fast growing. Forecast sales are 750,000 trays this season, 50 per cent ahead of last, making it Zespri’s largest market in Central and South America.
Ward said the kiwifruit would be available in every McDonald’s in Mexico, which constitutes more than 400 restaurants. While McDonald’s was buying the kiwifruit, Zespri would not confirm if it had supplied the fast food chain at a discount because the information was “commercially sensitive”.
A SunGold advertisement will also play on McTV in McDonald’s stores during the promotion and McDonald’s Mexico’s 8000 crew will receive training about Zespri and SunGold.
Director of corporate communication for McDonald’s México,Félix Ramírez, said the company’s commitment to innovation and quality led it to search out the best products.
Currently Zespri is being investigated by the Serious Fraud Office (SFO) for double invoicing.