Project Overview
How do you wake up with a kiwi?
Anthem created a holistic brand initiative for Zespri Kiwifruit that included an ATL print campaign and TVC, to be rolled out across ANZ and South East Asia.
Project Commissioner
Project Creator
Team
Tara Power – General Manager & Strategic Lead
Nicola Richards – Senior Account Manager
Stephen Rischmiller – Creative Director
Gregory Boulting – Design Director
Kaushik Badarinarayana – Designer
Project Brief
Anthem’s brief was that the creative needed to be a category conscious solution, combined with a fun and engaging long term brand solution, covering the following key areas:
- To introduce the Zespri SunGold kiwi to the growing potential market (Australia & New Zealand).
- To educate consumers on the superior health benefits of kiwis.
- To create a campaign that engaged, not only ANZ from where the campaign was led, but to maintain brand relevance across South East Asia, being mindful of cultural sensitivities.
Project Innovation/Need
Anthem had to find out what was different about Zespri Kiwifruit. What would capture their attention? More importantly what would make consumers wake up and want to eat a Zespri Kiwi fruit?
We had a couple of angles to work with. We knew that Kiwi fruit had a great nutrition angle and we had a sweet story to tell with Zespri SunGold Kiwi's being sweeter than most kiwifruit, but we had to do it with a smile.
Playing on quintissential ‘Aussie’ and ‘Kiwi’ humour was key for bringing this campaign to life, leading with the core headline ‘Wake up with a Kiwi’. This was going to do our category job for us - every day! We needed shoppers to be thinking about waking up with Kiwis everyday and they had to be Zespri Kiwis.
Design Challenge
Anthem were tasked with ensuring the campaign was led from Australia and New Zealand, as it is the growing potential market. Anthem had to ensure the campaign created engaged ANZ first with iconic humour, followed by South East Asia. ‘Wake up with a Kiwi’ had that wonderful double meaning that delivers humour for the ANZ market, whilst the SEA markets links them literally to the health benefits of the kiwifruit. Striking and suggestive photography supported the core copy lines.
A bright, textured background sits behind the fruit and call to action, creating a striking canvas for the copy and imagery. Long term brand assets were created to underpin all print and the TVC ‘Life’s Better with a Kiwi’. All these elements combined created a unique and own able campaign.
Anthem’s challenge was to also consider how the core health claims were to be communicated throughout the campaign without diluting the hero call to action and striking product photography. A suite of simplistic claim icons were created to answer this challenge and were carried across all print elements, as well as the TVC.
Effectiveness
The campaign is a hit, driving strong social media activity and many smiles on how consumers are waking up with their kiwis, real and of the fruity kind, on facebook and instagram.
More importantly clarity of message and links through all communications maintain a clear campaign message that connect to all key Master brand messaging throughout the region. Long term master brand assets have been created for the future that ensure we have built connections that will last well into the future from this campaign irrespective of the media.
Advertising - Outdoor, Retail, POS
This award celebrates creative and innovative design for visual communication including traditional and digital signage intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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