Zespri is committed to bringing people around the world a life that is as delicious as a kiwifruit itself: full of goodness, flavor and vitality. To convey this global brand vision to Belgian and Dutch consumers we created the creative concept ‘Little Pleasures’: having a kiwi is as easy, joyful and good for you as enjoying life's little things. Healthy living shouldn't be a hassle. A sound way of life should be easy, and helps us stay close to nature.
The campaign kicked off with a social activation, in a collaboration with Belgium's famous illustrator Eva Mouton. Via the website, thousands sent in their favorite little pleasure. The most original ones were rewarded with a unique and personal illustration of their phrase, framed and sent to their home address.
TV commercials and an online video launched the concept, followed by an outdoor billboard campaign. Through an activation campaign consumers massively participated to win a trip to New-Zealand, the land of origin of the little pleasures. This competition was communicated through different channels: in-store, TV commercial tag-ons, retail magazines and the activation website. The site had more than 110.000 visitors with an average session duration of over 4 minutes. Through point of sales incentives and tasting events consumers were directly led to enjoy the benefits of kiwi.
On social media, different content themes are permanently developed and executed. This generates high-performance growth in reach and awareness for the brand.