Think green kiwifruits are sour?
That’s the common misconception that Zespri, a New Zealand-based marketer and exporter of the green treats, wants to address in its latest campaign.
Launched on 11 August, the ‘Sweeter Than You Think’ campaign spans several Asia Pacific markets, including China, Korea, Thailand, Vietnam, Indonesia and Singapore.
It seeks to break down the one of the top purchase barriers for kiwis globally, the perception that the fruit is sour. The company states that this is largely due to most retailers’ preference to stock firmer fruit on their shelves to ensure minimal loss, coupled with the lack of education on the handling and ripening of green kiwifruits.
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,” croons one of the imposing gentlemen.
There is also a website that aims to educate with bite-sized pieces of advice in the form of lighthearted videos. 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.
Campaign Asia-Pacific’s view: Hats off to TSLA for this genuinely entertaining and smile-inducing music video. The opening sequence, reminiscent of classic Chinese gangster movies from the 1980s set in Shanghai, does a great job of lulling the viewer into a false sense of security.
With slick production values, the dance choreography, comedic pauses and saccharine-sweet lyrics come together in grand style that would make any Broadway fan smile. And smile I did, while at my desk with earphones plugged in, watching the song and dance number play out in full on a Tuesday morning.
One hopes the campaign ultimately does what it wants to do with breaking assumptions about the kiwifruit and delivering the unexpected – because the video managed to do just that for this jaded, cynical ad watcher. Can’t say I had a craving for kiwifruit after, but it was definitely memorable, because I certainly wasn’t expecting that.
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