Zespri, the global health and green-conscious New Zealand kiwifruit brand, has recently partnered with dentsu Hong Kong to launch its health education campaign, with the tagline “Daily +1 Zespri, Easy & Healthy (+1 Zespri，健康好 Easy)”.
The campaign aims to provide busy HongKongers with quick and easy access to nutritious health information – a key message that eating one Zespri Kiwifruit is a small but meaningful step towards better health. Everyone can incorporate this simple action into their daily routine to achieve their health goals.
This was an online-to-offline engagement campaign. Zespri first reached consumers digitally through an Instagram game where several Instagram accounts were created that featured nutritional facts about Zespri Kiwifruit, such as providing 100% of the daily Vitamin C needs, having a high nutrient density, and having a low GI value. These Instagram accounts were all tagged on Zespri’s main account, with a “+” sign next to the “1” in the campaign’s tagline graphic, echoing the message of “Daily +1 Zespri”.
For the offline engagement, the Zespri Fruit Artisans’ Branded Truck then travelled across Hong Kong, Kowloon, and the New Territories to further amplify the campaign’s message. Participants could redeem a Zespri Sungold Kiwifruit at the truck by showing the screenshot of the Instagram game they played earlier.
Additionally, each participant was given a Zespri nutritional menu where they learned about the benefits of incorporating Zespri Kiwifruit into their daily diet. After that, each participant set their health goal to receive a limited-edition Zespri mini bag that can perfectly hold a Zespri Kiwifruit in any size.
“We are thrilled to partner with dentsu Hong Kong, as they have successfully motivated people in Hong Kong to learn more about Zespri and its nutritional value,” said Roby Leung, Marketing Director Hong Kong, Zespri. “Our goal is to inspire Hong Kong consumers on the importance of taking a small but meaningful step in health, such as incorporating Zespri Kiwifruit into their daily diet, and by repeating this simple small step can eventually support your bigger health goal in busy daily routine.”
“The ‘Daily +1 Zespri’ campaign has been a great success in engaging Hong Kong people to learn more about Zespri and pursue a healthy lifestyle in the midst of their hectic lifestyle,” said Jacqueline Law, Chief Client Officer at Dentsu Creative Hong Kong. “This campaign exemplifies dentsu’s commitment to wellbeing, advocating a positively empowering message to the mass in Hong Kong.”
