Competing for shelf space in a cluttered market, Zespri, the world’s leading kiwifruit marketer, needed reposition to capture shoppers’ attention. So when Zespri approached Anthem to create a more engaging brand story across the diversified region, Anthem asked “How do we make the kiwifruit shine while making the product culturally relevant? The result is one of the most buzzed about shopper marketing campaigns in Asia Pacific this year.
Anthem leveraged their regional creative and strategic network from Singapore to Sydney to design clear iconography across a whole suite of deliverables that strengthened Zespri’s current messaging from general health to key consumer product benefit. The work had to be culturally nuanced with unique creative for both the Southeast Asia region and the Australia market.
Anthem’s regional team built a relationship with Zespri that evolved from designing the first pack to developing most of Zespri’s marketing communication materials across Malaysia, Philipines, Thailand, Singapore, Vietnam and Australia.
Speaking about the partnership with Anthem, Judy Lee, Regional Marketing Manager, Southeast Asia and Australia said, “Anthem helped sharpen our brand messaging in a way that would resonate with our consumers on pack and in-store, I felt confident they would ensure Zespri’s brand equity across our additional channels.”
The integrated marketing campaign led consumers to a new kiwi appreciation – and to purchase. The holistic brand initiative included shopper marketing, packaging, outdoor and print adverting and a celebrated television commercial with a strong digital campaign.