Not All Fruits Are Created Equal in Zespri’s Fun Tongue Twister Campaign

Zespri International Limited, the world’s largest kiwifruit marketer, and global marketing agency VMLY&R is showing that not all fruits are created equal with a fun new tongue-twisting campaign challenge.

Launched in June across multiple integrated touchpoints in India, Indonesia, Malaysia and Thailand, the new #Just1ZespriChallenge, which is part of the brand’s 2022 Just One Zespri campaign, aims to communicate the superiority of Zespri Kiwifruits for providing 100% of a person’s daily Vitamin C in just one kiwifruit.

Weaving key messages around the benefits of Zespri Kiwifruits into three fun tongue-twister videos, consumers were able to compete for prizes via a special Zespri Instagram contest. Since its launch, the full campaign has reached out to over 9.2 million consumers in India, 6.1 million consumers in Indonesia, 2.7 million consumers in Malaysia and 2.9 million consumers in Thailand. 

Commenting on the campaign, Valerie Madon, chief creative officer, VMLY&R Asia, said, “Most people think that all fruits are created equal when it comes to vitamin C, and that fruit is not the most desirable food to eat. The #Just1ZespriChallenge leverages AR to educate and inspire people around just how fun and easy it is to be healthy with Zespri Kiwifruit, which is incredibly delicious and packed with 100% of your daily vitamin C.”

Judy Lee, head of marketing - future markets at Zespri International Limited, said, “Consumers’ enthusiasm in the campaign has been strong, helping to increase awareness and front-of-mind recall for Zespri Kiwifruits across key markets in Asia, while staying true to the fun and playful character of the Zespri brand.”