ZESPRI KIWIFRUIT
BACKGROUND
Zespri Kiwifruit is proud to offer customers all over the world with highest quality food, unique growing system and highest commitment of quality and credibility. However, for Vietnam, kiwifruit is still a “foreign” fruit.
STRATEGY
- 2015 – 2018: Focus on functional benefits and ties up Zespri Kiwifruit with Vitamin C through the year.
- 2019 – 2020: Enhance superior Vitamin C among other fruits (X3 oranges).
- CAMPAIGN MESSAGE ZESPRI KIWIFRUIT: IMMUNITY BOOSTER
- TOUCHPOINTS Social, TV, Influencers, PR/News
RESULTS
Zespri Kiwifruit Market Share
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Business: YOY grow 149% (2018 vs 2019)
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Market Penetration: 29.8% to 41% (2017 to 2020)
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Communication: Top 10 Best TET Ads with strong performance vs norms.
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PR Value: 250% ROI
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Brand Lift:
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Ad Recall: 25.7% vs Benchmark 7%
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Brand Awareness: 23.3% vs Benchmark 3%
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TV Performance: 587 GRPs, R1+74%, R3+57%
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