Why is this work relevant for Brand Experience & Activation?

This is how Japan`s No.1 ranked TV commercial and ACC Grand Prix-winning campaign was born: Along with a renewed logo and new brand promise: “make your healthy irresistible,” Zespri aimed to become the leading brand that supports a delicious, fun, and healthy lifestyle. we used the power of the brand character to redesign all touchpoints to build a consistent brand image to drive sales in the supermarket. Simultaneously, we launched our communication campaign "Enjoy the healthy you love" using channels from TVC, newspaper, and social media. Thanks to the effective campaign, Zespri recorded highest sales ever.

Background

Zespri is an international kiwifruit exporter born in New Zealand. They recently renewed their brand promise to “make your healthy irresistible.” The brief for the 2020 campaign was to wake up 20-49 occasional kiwifruit eaters that struggle to make healthy food choices daily. Make them believe that Zespri kiwifruit is irresistibly healthy. Zespri already had somewhat of a healthy image, however was merely one of many health food options. Our goal was to make Zespri kiwifruit the one and only brand that supports a delicious, fun, and healthy lifestyle for our target and their family members.

Describe the creative idea (20% of vote)

To liberate people from a stoic-health mentality, our entire campaign introduced the idea that fun and healthy can coexist, just like a kiwifruit that is nutritious and delicious at the same time. Our campaign message was: "Enjoy the healthy you love."

Describe the strategy (20% of vote)

To grow brand love we focused on two strategies. First, we centered our communication not on the function of the kiwifruit, but rather on what Zespri believes: the coexistence of delicious and healthy. Secondly, we created a brand character to redesign all touchpoints to build a consistent brand image and help supermarket employees create appealing atmospheres that led customers to reach out to the product.

Describe the execution (30% of vote)

First, we created a new brand look and implemented the new design at all touchpoints: package design, in-store POP, etc. Simultaneously, we launched our communication campaign "Enjoy the healthy you love." The campaign began with a 60sec TVC, followed by Newspaper ads that featured a famous comedy trio who had relatable health struggles, and a social media activation including an AR effect for Instagram starring the brand character. Throughout the campaign consumers were reassured that they don’t need to push too hard to achieve a healthy lifestyle.

List the results (30% of vote)

Zespri recorded its highest sales ever with 29,890,000 trays, 105% of the previous year's 28,359,571 trays. Unaided brand recognition grew from 12% to 30%, and overall brand recognition reached its highest level of all time, from 73% to 82%. Brand image scores for "deliciousness" and "nutritious" both increased by 10%. The TVC was chosen as most loved TVC of the year, out of 12,411 TVCs. The campaign was also awarded Grand Prix by Japan's most prestigious advertising creative award. Lastly, kiwifruit became top 3 in the fruit bowl ranking for the first time ever.