VMLY&R China has created a new campaign for Zespri’s SunGold Kiwifruit featuring the Captain of China’s national women’s volleyball team, Zhu Ting.
Entitled ‘Enjoy Health with Gusto’ the 360° campaign aims to highlight the health benefits of the ‘Cut, Scoop, Enjoy,’ ritual of eating Zespri’s SunGold Kiwifruit.
‘Enjoy Health with Gusto’, is part of the first wave of tailor-made campaigns from VMLY&R to deliver Zespri’s brand proposition, “Make Your Healthy Irresistible”, across markets in Asia, China, the United States, and Europe, through communications, experience, commerce, and technology.
VMLY&R China, Executive Creative Director, Kienhoe Ong, said: “Working on this seasonal launch campaign gave us the opportunity to build something truly connected for Zespri. It allowed us to find unique and creative ways to bring ‘cut, scoop, enjoy’ to life for consumers, working to co-create campaigns, from conception through to strategy and creative. We were also able to go beyond online videos to explore offline activations like pop-up stores and social activations to show Chinese consumers the benefits of Zespri SunGold Kiwifruit.”
“Solving the issue of how to eat healthily without compromising on taste and enjoyment is a key challenge for Chinese consumers,” said KokHwee Ng, Zespri, Greater China Marketing Director.
“This is where Zespri SunGold Kiwifruit comes in! The campaign is based on the proposition that ‘it’s only healthy if you enjoy it,’ aiming to show just how easy it is to make Zespri SunGold Kiwifruit part of your healthy eating plan, with minimal effort and maximum enjoyment.”
VMLY&R and Zespri International Limited have continued to expand their relationship since announcing their global AOR relationship. Zespri appointed a WPP global integrated team in September 2020 with VMLY&R leading the strategic and creative leadership.