Zespri Kiwifruit
Pulling America Out of Its Fruit Rut
Kiwi is the No. 20 selling fruit in North America because typical shoppers stay within the ABCs (Apples, Bananas, Citrus) when it comes to buying fruit. This factoid illustrates the consideration problem that New Zealand brand Zespri faced when it was launching its newer, sweeter yellow variety of kiwi, the SunGold, in the U.S. market. Our Objective: Build trial of the tropically sweet SunGold Kiwifruit by getting people to stop buying produce on autopilot.
Let Your Taste Wander
We introduced the concept of wandering and conceived a campaign platform to encourage American shoppers to let their taste buds try something new — the tropically sweet, deliciously nutritious, yellow kiwi. Advertising likened the experience of shopping for and tasting a SunGold Kiwifruit to exploring an unknown, magical world that’s hidden right in their local supermarket’s exotic fruit section.
The Results
Our brand movement reached over 3MM new mouths, growing household penetration by +2.1 points. Sales increased by 52%, with SunGold being responsible for 44% of the entire kiwi category’s growth for the year. The campaign also won an Effie in the Commerce & Shopper Challenger Brand category.
