Australia – Zespri International, the world’s largest marketer of kiwifruit based in New Zealand, has recently released a new campaign catered to Australians, to highlight the ‘crazy tasty sweetness’ and health benefits of Zespri SunGold Kiwifruit.
Zespri was formed as a co-operative of kiwifruit growers in New Zealand in 1997 and has been the world’s largest marketer of kiwifruit, selling in over 50 countries. It offers green and sungold kiwifruits, which deems to be of the highest quality and flavor.
The new campaign aims to attract the attention of Australian audiences by reimagining Zespri SunGold Kiwifruit’s Japanese characters, The Zespri Bros, which was originally created by Dentsu Tokyo. This time, collaborating with BWM dentsu Sydney, the characters are now given Kiwi accents.
The story features the two quirky characters and their various adventures in the fruit section and beyond, including a trip through the Trans-Tasman Bubble.
Zespri APAC South’s Marketing Manager Janice Byrnes shared that through the new ad, they want to encourage Aussies to add sweet, golden goodies to their fruit bowls.
“This campaign is a fantastic evolution of an award-winning concept that was originally created for Zespri Kiwifruit by Dentsu Tokyo, and we are thrilled to continue the Zespri Bros’ journey together with BWM dentsu here in Australia,” said Byrnes.
Meanwhile, Marcus Tesoriero, the executive creative director at BWM dentsu Sydney, commented, “Aussies and Kiwis share a unique, comedic banter, so going beyond just adapting global assets, we worked in partnership with Zespri to convert these cute Japanese speaking characters into crazy tasty Zespri Bros, totally reimagined with Kiwi accents. This is just the beginning of the Zespri Bros’ crazy tasty adventures and we look forward to showing everyone what they get up to over the coming year.”
The campaign has been rolled out across TV, digital, social and retail.
