3/29/2021 Kiwis are 'Sweeter than you think', sings Zespri | Advertising | Campaign Asia

Advertising, The Work

Gabey Goh | Aug 16, 2016

Kiwis are 'Sweeter than you think', sings Zespri

New campaign attempts to sweeten the kiwifruits' sour reputation with a musical
number.

Sweeter Than You Think - Zespri Singapore

Think green kiwifruits are sour?

That’s the common misconception that Zespri, a New Zealand-based marketer and exporter of
the green treats, wants to address in its latest campaign.

Launched on 11 August, the ‘Sweeter Than You Think’ campaign spans several Asia Pacific
markets, including China, Korea, Thailand, Vietnam, Indonesia and Singapore.

It seeks to break down the one of the top purchase barriers for kiwis globally, the perception
that the fruit is sour. The company states that this is largely due to most retailers’ preference to
stock firmer fruit on their shelves to ensure minimal loss, coupled with the lack of education on
the handling and ripening of green kiwifruits.

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3/29/2021 Kiwis are 'Sweeter than you think', sings Zespri | Advertising | Campaign Asia

The campaign’s centrepiece is a music video featuring a trio of heavily tattooed tough guys who
suddenly break into song and dance to elaborate the plight they share with kiwis. “Kiwis are a bit
like me, you can’t tell much by what you see,” croons one of the imposing gentlemen.

There is also a website that aims to educate with bite-sized pieces of advice in the form of
lighthearted videos. The campaign includes print, radio, social media and on-ground sampling of
ready-to-eat Zespri Green Kiwifruits.

The campaign will run until mid-September, with the exception of Indonesia, where it has yet to
launch.

Carol Ward, GM for marketing and innovation, Zespri Global:

“ 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!

Mavis Neo, creative director, The Secret Little Agency (TSLA), Singapore:
”
“ 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.

”
Campaign Asia-Pacific’s view: Hats off to TSLA for this genuinely entertaining and smile-
inducing music video. The opening sequence, reminiscent of classic Chinese gangster movies
from the 1980s set in Shanghai, does a great job of lulling the viewer into a false sense of
security.

With slick production values, the dance choreography, comedic pauses and saccharine-sweet
lyrics come together in grand style that would make any Broadway fan smile. And smile I did,
while at my desk with earphones plugged in, watching the song and dance number play out in full
on a Tuesday morning.

One hopes the campaign ultimately does what it wants to do with breaking assumptions about
the kiwifruit and delivering the unexpected – because the video managed to do just that for this
jaded, cynical ad watcher. Can’t say I had a craving for kiwifruit after, but it was definitely
memorable, because I certainly wasn’t expecting that.

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3/29/2021 Kiwis are 'Sweeter than you think', sings Zespri | Advertising | Campaign Asia

CREDITS:

Client: Zespri International Limited

Regional marketing manager (SEA & Australia): Judy Lee
Marketing manager (Singapore & Thailand): Tracy Ho

Creative: The Secret Little Agency (TSLA), Singapore

Creative director: Mavis Neo
Copywriter: Daniel Ko
Art director: Etienne Lesourd
Production director: Krystie Koh
Business director: Kris Kam
Business associate: Shereen Woo

Production company: STINK (Shanghai)

Director: Rafael Lopez
Executive producer: Louise Kwan
Producer: Lily Lee
Production assistant: Haze Zhu

Source: Campaign Asia-Pacific

Topics
ZESPRI | TSLA | DIGITAL | MARKETING

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