2017 Winners & Shortlists

The Campaign

“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.

Creative Execution

Everyone can relate and appreciate bite-sized content so we optimized the paid media side to shares, rather than the usual metrics. This means that the users we did reach are more engaged and more valuable. Focusing on Ramadan we leveraged social and video consumption and worked with Google to block out the top 5% of inventory for the food category on YouTube. Tactical targeting and retargeting was used across all channels to ensure we reached an effective frequency and purchase intent.

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%.

We needed to teach and reinforce the manner by which consumers should eat the fruit, so we focused on the entertainment element to arm users with online currency in the form of a series of branded content videos. The quirky bite-sized and shareable videos were created to help dispel the myth that Kiwifruits are difficult and messy to eat and push Zespri Kiwifruits up the food chain and into stomachs across the GCC.

Insights, Strategy and the Idea

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. 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. The videos helped push Zespri Kiwifruits up the food chain and into fridges and happy stomachs across the GCC.