Not all Fruits are Created Equal in New Tongue-Twister Campaign


Zespri International



Zespri International Limited, the world’s largest kiwifruit marketer has partnered with VMLY&R to demonstrate that not all fruits are created equal with a new tongue-twisting campaign challenge.

Launched across India, Indonesia, Malaysia, and Thailand, the #Just1ZespriChallenge, which is part of the brand’s 2022 Just One Zespri campaign, aims to communicate the superiority of Zespri Kiwifruits for providing 100% of a person’s daily Vitamin C in just one kiwifruit.

And then there are the tongue-twisters.


“Most people think that all fruits are created equal when it comes to vitamin C, and that fruit is not the most desirable food to eat,” said Valerie Madon, Chief Creative Officer, VMLY&R Asia.

“The #Just1ZespriChallenge leverages AR to educate and inspire people around just how fun and easy it is to be healthy with Zespri Kiwifruit, which is incredibly delicious and packed with 100% of your daily vitamin C.”


Judy Lee, Head of Marketing – Future Markets at Zespri International Limited, said: “Consumers’ enthusiasm in the campaign has been strong, helping to increase awareness and front-of-mind recall for Zespri Kiwifruits across key markets in Asia, while staying true to the fun and playful character of the Zespri brand.”

The Staff

The Staff

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