The Zespri label, representing quality taste and nutrition, faced a challenge in establishing a clear image in consumers' minds, leading to doubts about its taste. To address this, we initiated a campaign to convey the essence of the Zespri label, aiming to convince consumers to choose Zespri Kiwifruit. Our efforts focused on enhancing brand awareness, power, premium status, and Zespri penetration.
Introducing the posthuman strategy, we conveyed the message, 'The Zespri label, the proof of goodness,' through a video featuring two popular actors in Kiwi Brothers masks singing the Zespri Kiwi Song, prompting consumers to vote for their preferred voice. Subsequently, we engaged the audience by creating suspense around the singers' identities and maintained interest with the Kiwi Song, reinforcing the meaning of the Zespri label.
Areach of more than 25million with 24,000 consumer interactions and 80,000 video views through the campaign.
Average weekly sales went up 29% YoY from the trough in summer to the peak at the Korean holiday.
Monthly consumptionincreased 5% YoY, and kiwifruit was ranked the 9th place of the fruit bowl.