Zespri

Zespri International, the leading Kiwi supplier in Korea with over 70% of the market share had seen recent FTA agreements slash the prices of competitor kiwi and other imports now encroaching on their sales. So a major new campaign was needed to remind consumers of the quality, health benefits, and leadership of Zespri. This involved a new TVC, print, packaging and website.

WHAT WE DID
An integrated campaign with a message promoting health but with an emotional twist was launched across TV, print, packaging, POS, and web. The traditional channels used a fairly straight forward message while the web promoted interactivity and education. The campaign idea was that Zespri Loves You by its healthy, nutritious, and delicious kiwi. A microsite was built that allowed users to create their own videos showing themselves eating and passing a kiwi thereby “passing the love” in an endless video chain. An infectiously fun flash game let you catch falling kiwi for points, while avoiding bad items like junk food. As the levels progressed they fell faster. A leaderboard awarded the top winners with various Kiwi paraphernalia. Another game was developed for mom’s and their kids to play together and educated the users on the nutritional benefits of kiwi.