|Title||ENJOY THE HEALTHY YOU LOVE|
|Brand||ZESPRI INTERNATIONAL JAPAN|
|Product / Service||ZESPRI KIWIFRUIT|
|Category||E01. Use of Integrated Media|
|Entrant||ZESPRI INTERNATIONAL JAPAN Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Media Placement||DENTSU INC. Tokyo, JAPAN|
|PR||DENTSU PUBLIC RELATIONS INC. Tokyo, JAPAN|
|Production||AOI PRO. INC. Tokyo, JAPAN|
|Production 2||PLUG Tokyo, JAPAN|
|Production 3||TYO DWARF INC. Tokyo, JAPAN|
|Post Production||DIGITAL GARDEN Tokyo, JAPAN|
|Yuichi Kitada||Dentsu Inc||Creative Director|
|Kimiko Sekido||Dentsu Inc||Art Director|
|Maiya Kinoshita||Dentsu Inc||Copywriter|
|Marina Kobayashi||Dentsu Inc||Copywriter|
|Keiji Tajima||Dentsu Inc||Executive Creative Director|
|Junko Okawa||Dentsu Inc||PR Director|
|Tatsuma Sasaki||AOI Pro||Executive Producer|
|Hiroki Tokumura||AOI Pro||Producer|
|Kaori Tamura||AOI Pro||Production Manager|
|Kazuya Goto||Plug ltd||Designer|
This is how the Grand Prix winner of Japan`s ACC award integrated category and No.1 ranked TV commercial was born: Along with a renewed logo and brand promise, 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 media 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 and integrated campaign, Zespri recorded highest sales ever.
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 leading brand that supports a delicious, fun, and healthy lifestyle for our target and their family members.
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."
Japanese people have low confidence in health. In a country where the “no pain, no gain” mentality is a virtue, people have become health-perfectionists; raising the bar so high that enjoying a healthy lifestyle was extremely difficult. To liberate people from a stoic-health mentality, our entire campaign introduced the idea that delicious 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." To make sure this message resonated in a health-perfectionist culture, we broke down our executions into three roles: awareness, understanding, and action.
The integrated campaign began with a TVC featuring the Kiwi Brothers singing an uplifting anthem about enjoying the “healthy that you love”. In order to reach our younger audience, the anthem’s musical score was made available to the public online. With the help of a popular comedy trio who were known for struggling to maintain a healthy lifestyle, we created newspaper ads targeted towards adults, aiming to generate deeper understanding. Our digital communication featured by our Instagram Kiwi Brothers AR effect was geared towards encouraging people to actually take action and share the “healthy” that they love.
Zespri recorded its highest sales ever. Unaided brand recognition grew from 12% to 30%, and overall brand recognition reached its highest level of all time. Brand image scores for "deliciousness" and "nutritious" both increased 10%. Zespri was chosen as Most loved TVC of the year NO.1 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.