It's rare - and highly satisfying - when a writer is given the opportunity to mess with a client's brand. The New Zealand Kiwifruit Commission was in a pickle and had the guts to let me write something to help them out of it. Fruit that had been shipped to arrive on the desks of national food writers at the peak of ripeness were held too long on a hot customs dock. Thus was born "Lending New Meaning To The Term "Fruit Cocktail" and "New Zealand Kiwifruit. They're much better as food." 45 minutes and a little clip art later, the piece was being stuffed into new boxes full of product.
Headline: LENDING NEW MEANING TO THE TERM "FRUIT COCKTAIL"
Body: We recently sent you a nice juicy sample of ripe New Zealand kiwifruit.
BOY, WAS IT JUICY!
It has been brought to our attention that, in some cases, when the kiwi arrived, you could have poured it over ice and had it for Happy Hour. While our New Zealand kiwis do make excellent dacquiris, this is not what we had in mind when we sent them to you.
The kiwifruit that we had carefully ripened to a perfect shipping stage and sent post-haste to you wound up sitting somewhere in a less than controlled atmosphere for a little too long. And it ripened. And, it ripened some more. And then, some more.
We didn't do it intentionally - we promise. But, it does illustrate that kiwifruit should be monitored for proper ripening, to come of age more slowly.
So, please accept our apologies.
Tag line: NEW ZEALAND KIWIFRUIT. THEY'RE MUCH BETTER AS FOOD.
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