The Secret Little Agency Singapore launches ‘sweeter than you think’ campaign for Zespri
The world’s largest marketer of Kiwifruits, Zespri, has just launched a content offensive aimed at changing the perception of its flagship Green Kiwifruits.
“Green kiwifruits are often misunderstood, especially when compared to their SunGold Kiwifruit
counterpart. The challenge was educating consumers about the ripening process of Green Kiwifruits in a way that is fun and memorable.” said Mavis Neo, Creative Director at The Secret Little Agency (TSLA), Singapore.
For years, Green Kiwifruits have chalked up a reputation for being sour, and this has proved to be one of the top purchase barriers globally. This is largely due to most retailers’ preference to stock firmer fruits on their shelves to ensure minimal fruit loss, coupled with the lack of education on the handling and ripening of Green Kiwifruits.
The socially native campaign was created by TSLA and launched today with a music video – featuring a trio of heavily tattooed tough guys who suddenly break into song and dance midway to elaborate the plight they share with kiwifruits. “Kiwis are abit like me, you can’t tell much by what you see,” they bemoan. They depict a picture of misunderstood, sweet-natured tough guys who are more than meets the eye, if one would really get to know them.
A central website educates with bite-sized pieces of advice in the form of light-hearted videos, and is supported with print, radio, social media and on-ground sampling of ready-to-eat Zespri Green Kiwifruits, all in a bid to drive this message forward.
“We are immensely excited about this new campaign. There is such a rich, sweet story behind every Zespri Green Kiwifruit, and we want households across Asia to take notice and change their perceptions of this tiny superfruit, which has so much to offer. Boasting more than 20 essential nutrients and minerals, a ripe Zespri Green Kiwifruit tastes sweeter than you think when handled and enjoyed in the right manner!” said Carol Ward, Zespri Global General Manager for Marketing and Innovation.
“Sweeter Than You Think” spans across Asia Pacific, including China, Korea, Thailand, Vietnam, Indonesia and Singapore.