Social media is proving an effective marketing tool for Zespri in the world's most 'connected” nation– China.

Simon Limmer, Zespri's Acting General Manager of China Operations says there many consumers would rather trust their peers' opinion, shared via social media, of products such as kiwifruit, than traditional newspaper and radio advertising.

A good old fashioned water fight in Shanghai proved a marketing winner for Zespri.

Zespri harnessed that technology to hold a highly successful, but decidedly low-tech promotion – a community fun water fight, in Shanghai to celebrate the launch of Zespri SunGold Kiwifruit in China this season.

Called the Zespri 'Juicy Water Fight” it attracted 1,000 people wearing Zespri brand t-shirt who had a great time pelting each other with water balloons. Even more significant for Zespri is the fact they shared their photos and experiences with friends and family on a range of Chinese social media platforms, resulting in at least 25 million 'hits” or views.

Simon says the 'Juicy Water Fight” idea clearly appealed to those taking part, as Zespri was told by their Chinese advisors it would.

'Chinese people work very hard and the thrust of this promotion was to encourage them to take time out to have fun with friends and do something different and it certainly worked.”

Zespri's China marketing team has employed plenty of non-traditional advertising this season including entire metro stations going green with Zespri advertising; Zespri advertising playing on TV screens on buses, taxis and mobile phones; and Chinese consumers buying Zespri Kiwifruit through their TV remotes via TV sales programmes. Zespri's online sales are rapidly growing in China, with around 500,000 trays sold online this year.

The Zespri used social media to invite 1000 people to its 'Juicy Water Fight”.

It makes sense for Zespri to tap into the Chinese obsession with technology because last year China over took the USA as the biggest smart phone market in the world. The uptake of the technology has been phenomenal, with a 600 per cent increase year on year from 2011 to 2012 to reach an estimated value of 50 billion yen.

Text messaging is declining but instant messaging is rapidly growing. Mobile is now the number one internet access device in China and smartphones are so much a part of life that 66 per cent of relationships which break up are ended by mobile messaging.

Simon says while China, the home of kiwifruit, is the world's largest producer of the fruit, Zespri has been able to establish a reputation for the high quality, taste and safety of its branded kiwifruit. Promotions such as the Juicy Water Fight help reinforce Zespri's aim to promote an image around its brand of positive healthy living, outdoor activities, a balanced diet and regular exercise.

'Chinese eat around 110 kg of fruit per person each year, which is well ahead of New Zealand. However, kiwifruit account for only one kg of that total, so there is room for growth.”