VMLY&R Expands Zespri Kiwifruit Business Across US with Fresh Campaign

VMLY&R and Zespri International Limited have continued to expand their partnership since announcing their global AOR relationship. The world’s largest kiwifruit marketer appointed a WPP global integrated team in September 2020 with VMLY&R leading the strategy and creative.

As the remit expands across the US market, VMLY&R has created a new US campaign for Zespri SunGold Kiwifruit. Zespri aims to shake up the usual suspects in the produce aisle and challenge what consumers know about kiwifruit. The golden colour and sweet flavour of Zespri’s SunGold Kiwifruit are so different from what we would expect. Consumers were so surprised by the flavour in early taste tests, it inspired the campaign to be humorous, vibrant and entertaining based on their initial reactions.

“We discovered in focus groups that people were genuinely surprised by the colour and sweet flavour of Zespri SunGold Kiwis,” said Derek Anderson, group creative director, VMLY&R. “In fact, the campaign is inspired by their responses. All we did was turn the language up to 11. And the result is something people don’t expect for the category.”

The ‘Taste It to Believe It’ campaign launched across digital channels June 14th. 

Zespri Kiwifruit is also one of the newest and fastest growing products (+19% vs last year) in the fresh fruit aisle, a section which remains relatively consistent. Zespri is on a mission to show consumers SunGold Kiwifruit is unexpectedly sweet & refreshing, and with three times the Vitamin C of an orange, they provide  amazing taste and  health  all in one bite.  Zespri North America Marketing Manager, Jeanne Wilson, added: We are excited to partner with VMLY&R in a bold new campaign that inspires consumers to try Zespri SunGold kiwifruit and experience its surprising taste and nutrition for themselves”.