Jingold, a global specialist in kiwifruit, is opening the new commercial season with a high-impact communication project, the result of its collaboration with Paramount Pictures for the cinema release of “SpongeBob – A Pirate’s Adventure”. The initiative, unveiled today in Madrid during the Fruit Attraction fair, consists of a co-branding action that makes Jingold premium kiwifruit the protagonists of a prize contest linked to the launch of the new film, which will premiere at Christmas in Germany and on 1 January 2026 in Italy.
“The decision to associate Jingold kiwifruit with one of the world’s most iconic and beloved animated characters reflects the aim of combining the freshness and quality of premium kiwifruit with a message of energy, optimism and sharing,” said Federico Milanese, Marketing Director at Jingold. “The latest chapter in the SpongeBob saga, with its vitality and ability to reach diverse audiences, thus becomes an ambassador of a project that promotes fruit consumption in a positive and appealing way.”
A bond further reinforced by the color yellow, a distinctive sign of both the SpongeBob character and Jingold, founded in 2001 precisely as a specialist in yellow-fleshed kiwifruit, on which it has built its international identity. Today, the innovative Italian company —present worldwide with a complete range of yellow, red, green and organic kiwifruit— is ready to face the new production and commercial season with optimism: an increase of 20% in yellow kiwifruit volumes and a 10% growth in red-fleshed Exotic Red are estimated.
Instant win contest: Jingold kiwifruit go to the movies
The co-branding project with “SpongeBob – A Pirate’s Adventure”, developed together with WePromo —a marketing agency specialized in promotional activities and co-marketing using entertainment as a strategic communication tool— is aimed at the Italian and German markets. It involves Jingold’s yellow- and red-fleshed kiwifruit packs in 500 g and 3-fruit formats. Each pack will carry themed labels referring to the instant win contest, active from 1 December 2025 to 31 January 2026. All packaging is eco-friendly, in line with Jingold’s strategy of promoting sustainable supply chain management, from the choice of materials to product traceability.
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By scanning the QR code printed on the label, consumers will be able to register and participate —with the purchase receipt— in the daily draw for cinema tickets, offering the chance to enjoy the adventure on the big screen together with SpongeBob and friends.
Exclusive packaging for online sales
In the Italian market, the co-marketing initiative will also extend to e-commerce: during the Christmas season, Jingold’s online store will exclusively offer an eco-friendly, specially designed gift box, containing premium kiwifruit as a special gift to celebrate the release of the new film “SpongeBob – A Pirate’s Adventure”.
A cross-target project
“The contest is not aimed only at children, but also at an adult audience aged 18 to 35 with an emotional and nostalgic connection to the character,” explains Jingold’s Marketing Director. “In this way, the project seeks to capture a broad and diverse audience, reinforcing Jingold kiwifruit’s ability to represent a healthy, dynamic and positive lifestyle.”
Promotional activities online and in stores
The campaign goes beyond the contest, supported by an integrated communication plan including social media actions, dedicated digital content and engagement activities at the point of sale. In retail, fruit and vegetable sections will be enlivened with themed POP material —wobblers, flyers and informative elements— and, for retailers wishing to make the most of the project, personalized desks and dedicated corners may also be set up.
“The choice of SpongeBob —concludes Federico Milanese— confirms Jingold’s strategy of embracing a pop, intergenerational language capable of bringing families, young people and children together in a shared experience that links fresh fruit to a moment of entertainment, conviviality and well-being.”
