2017 Winners & Shortlists

The Campaign

Consumers felt Kiwifruit were messy to eat as they were biting directly into the fruit or peeling it, versus cutting the fruit in half and scooping the flesh out with a spoon keeping the mess to a minimal and the fleshy meat to a maximum. We developed video tutorials to teach consumers “How to Eat a Zespri” in funny, quirky, and sometimes weird ways.

Creative Execution

We chose video content as the primary format for our idea due to how hungry consumers in the GCC are for video content. The video ran on Facebook, Instagram and Youtube.

As a result, the videos reached over 20 million people, sales increased by 59% when the objective was to increase sales by 10%, brand awareness increased by 28%, brand association by 660% and Purchase Intent by 10%.

“How to Eat a Zespri” was created as a series of fun tutorials to help dispel the myth and show consumers how easy it is to eat a Zespri Kiwifruit.