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Zespri’s new regional campaign shows not all fruits are created equal

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Singapore – Zespri International, a kiwifruit marketer based in New Zealand, has launched a new tongue-twisting campaign challenge. Called ‘#Just1ZespriChallenge’, the campaign aims to show that not all fruits are created equal.

Developed in collaboration with global marketing agency VMLY&R, the new campaign has been launched across multiple integrated touchpoints in India, Indonesia, Malaysia, and Thailand. This is part of the brand’s 2022 Just One Zespri campaign, which aims to communicate the superiority of Zespri Kiwifruits for providing 100% of a person’s daily Vitamin C in just one kiwifruit.

Weaving key messages around the benefits of Zespri Kiwifruits into three fun tongue-twister videos, consumers were able to compete for prizes via a special Zespri Instagram contest.

According to Zespri International, since the launch of the campaign, it has reached out to over 9.2 million consumers in India, 6.1 million consumers in Indonesia, 2.7 million consumers in Malaysia, and 2.9 million consumers in Thailand.

Valerie Madon, chief creative officer at VMLY&R Asia, noted that most people think that all fruits are created equal when it comes to vitamin C, and that fruit is not the most desirable food to eat. 

“The #Just1ZespriChallenge leverages AR to educate and inspire people around just how fun and easy it is to be healthy with Zespri Kiwifruit, which is incredibly delicious and packed with 100% of your daily vitamin C,” said Madon.

Meanwhile, Judy Lee, head of marketing for future markets at Zespri International, said, “Consumers’ enthusiasm in the campaign has been strong, helping to increase awareness and front-of-mind recall for Zespri Kiwifruits across key markets in Asia, while staying true to the fun and playful character of the Zespri brand.”

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