Dentsu Creative and Zespri Kiwifruit Encourage Parents to Take Route Avoiding Junk Food Ads
Zespri Kiwifruit has today announced its Healthier Ways initiative to help parents in the healthy eating battle for children.
Zespri spokesperson KokHwee Ng – general manager, global marketing says, “Western Sydney is densely populated with fast food outlets, so we wanted to increase kids' exposure to healthy food choices. For us at Zespri, it’s such an important campaign that is closely related to our purpose as a brand, which is to help everyone thrive through the goodness of kiwifruit, and part of that is helping children form healthier eating habits from a young age. Now, we’re giving families the choice to go the Healthier Way with our online navigation map tool and a chance to grab a healthy fruit snack on their way via our Zespri SunGold Kiwifruit pop-up.”
Zespri in collaboration with Dentsu have developed a new online navigation tool, first launching in Western Sydney. This will support the six in ten (59%) parents avoiding traveling routes with junk food advertisements and outlets and/or generally avoiding taking their kids to fast food or junk food restaurants, according to commissioned research by Zespri Kiwifruit.
In addition to users being able to access Healthier Ways virtually via the website, Aussies located in Western Sydney will spot a sea of green and gold on their commutes on Monday 14th October with a Zespri SunGold Kiwifruit pop-up at Penrith’s Mondo Park to celebrate the first day back to school in New South Wales, and QR codes featured on OOH prompting passersby to take the healthier way to their destination with Zespri SunGold Kiwifruit.
Zac Pritchard and V. Wassim Kanaan, creative directors at Dentsu said, “Parents are faced with the pressure of fast food when they commute with their kids in Western Sydney. It might seem like a functional navigation tool, but we’ve incorporated out of car entertainment along the way to give kids healthy mascots too. There are ‘backstreet billboards’ for taking the Healthier Way, a ‘healthy pop-up’ for people to pick up a SunGold Kiwifruit, and even a few life-size KiwiBrothers mascots dancing along a healthier route.
“It’s been a monumental production egort across all sectors of the Dentsu business; Merkle, Dentsu Creative PR and our creative production team, and we’re super lucky to be able to partner with clients like Zespri to make brave ideas like this happen, because they’re ones that make the world a little better (healthier).”
For more information on the Healthier Ways online map tool, visit https://www.zespri.com/en-AU/healthier-ways or find and scan the QR code in Zespri SunGold Kiwifruit advertising. Healthier Ways is available on both iOS and Android phones.
