Challenge

Lack of consumer awareness in the health benefits of kiwifruits. Kiwifruits were also not a prominent staple in the Asian diet.

Approach

We knew focusing on value-adding to Singaporeans' lifestyles will be crucial in placing the kiwifruit as atop-of-mind fruit. With Singaporeans constantly on the move and looking for the most efficient ways to improve their way of life, we focused on promoting kiwifruits as the ultimate breakfast food with 2X as much Vitamin C than the orange, and highlighted its versatility as an essential ingredient in the everyday diet.

There was no better way to highlight kiwifruit's health benefits than juxtapose it with an activity that is commonly perceived at being unhealthy - clubbing. Adopting the trend of conscious clubbing, we partnered up with a local nightlcub and organised a early morning party session, with kiwi shooters and fruitshakes replacing alcohol.

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Partnering with influencers to target the right audience, we collaborated with local doyenne Violet Oon and fitness guru Georgina Poh to create lifestyle content to showcase kiwifruits' relevancy to everyday life. Through unique recipes incorporating kiwis with a Peranakan infusion, and conducting workout classes with kiwifruits positioned as the ideal workout snack, we ensured that the kiwifruit was seen as more than just a fruit.

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Results

• Created a national movement fronted by Zespri Kiwi to encourage consumers to lead a healthier lifestyle.

• Achieved media coverage of $160,000.

• Deep knowledge of kiwi’s nutritional benefits and increase of nation-wide sales during kiwi fruit seasons. ​