Zespri has used a Singapore agency to push the message that green kiwifruits are good to eat. Launched this week, the ‘Sweeter Than You Think’ campaign spans several Asia Pacific markets, including China, Korea, Thailand, Vietnam, Indonesia and Singapore. Its aim is to change the perception that green kiwis (fruit) is sour.
The campaign’s centrepiece is a music video featuring a trio of heavily tattooed tough guys who suddenly break into song and dance to elaborate the plight they share with kiwis. “Kiwis are a bit like me, you can’t tell much by what you see,”sings one.
The campaign includes print, radio, social media and on-ground sampling of ready-to-eat Zespri Green Kiwifruits. The campaign will run until mid-September, with the exception of Indonesia, where it has yet to launch.
Carol Ward, GM for marketing and innovation, Zespri Global: “We are immensely excited about this new campaign. There is such a rich, sweet story behind every Zespri Green Kiwifruit, and we want households across Asia to take notice and change their perceptions of this tiny superfruit, which has so much to offer.
“Boasting more than 20 essential nutrients and minerals, a ripe Zespri Green Kiwifruit tastes sweeter than you think when handled and enjoyed in the right manner!”
Mavis Neo, creative director, The Secret Little Agency (TSLA), Singapore: “Green kiwifruits are often misunderstood, especially when compared to their SunGold Kiwifruit counterpart. The challenge was educating consumers about the ripening process of Green Kiwifruits in a way that is fun and memorable.”
CREDITS
Client: Zespri International Limited
Regional marketing manager (SEA & Australia): Judy Lee
Marketing manager (Singapore & Thailand): Tracy Ho
Creative: The Secret Little Agency (TSLA), Singapore
Creative director: Mavis Neo
Copywriter: Daniel Ko
Art director: Etienne Lesourd
Production director: Krystie Koh
Business director: Kris Kam
Business associate: Shereen Woo
Production company: STINK (Shanghai)
Director: Rafael Lopez
Executive producer: Louise Kwan
Producer: Lily Lee
Production assistant: Haze Zhu
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