Kiwi Brothers return to front Asia-wide promotional push, as marketer attempts to change perceptions of its premium products
Kiwifruit marketer Zespri has provided more detail about its latest consumer marketing push in Asia, as it looks to build a rapport with even more health-conscious consumers across several markets in the region.
The Jam-Packed campaign sees the return of its familiar Kiwi Brothers characters and, according to its creators, aims to address what it regards as consumer misconceptions about whether they can afford its products’ nutritional content.
“In a category where price perception often overshadows nutritional value, our brief was singular and clear: get first-time or infrequent buyers to give Zespri another go,” said Shahbaz Zobairi of Dubai-based creative agency Quote Un Quote, in an interview with Campaign Middle East.
“The reality is, not enough people know just how powerful a Zespri kiwifruit is – its superiority in nutrition and its unique sweet-tangy taste is unlike anything else in the fruit aisle.”
Over the next three to six months, the campaign will be seen in a number of countries – including India, Indonesia, Malaysia, Singapore, South Korea, and Vietnam – via a range of media such as television, digital video, in store, point of sale, and brand activation events.
“With Jam-Packed, we wanted to shift the narrative around Zespri,” added Kanako Inomata, Zespri’s head of marketing APAC, “from just a delicious fruit to being a nutrition powerhouse, densely packed with 20 vitamins and minerals in one small fruit.”
