The Challenge
Zespri Kiwifruit is proud to offer customers all over the world the highest quality food, a unique growing system, and the highest commitment to quality and credibility.
However, for Vietnam, kiwifruit is still a “foreign” fruit.
The Solution
Strategy & Idea
“TĂNG CƯỜNG VITAMIN C CHO HỆ MIỄN DỊCH KHỎE MẠNH”
(ZESPRI KIWIFRUIT: IMMUNITY BOOSTER)
(Global message: Make your healthy irresistible)
- 2015 – 2018: Focus on delivering functional benefits and associating Zespri Kiwifruit with Vitamin C via PR Activities, micro and macro KOLs endorsement and brand ambassador
- 2019 – 2020: Focus on promoting the superior Vitamin C comparing to other fruits via social & KOLs endorsement and TV buying
Touchpoints
Social, TV, Influencers, PR/News
The Results
Business: YOY grow 49% (2018 vs 2019)
Market Penetration: 29.8% to 41% (2017 to 2020)
Communication: Top 10 Best TET Ads with strong performance vs norms
Brand Lift: Ad Recall: 25.7% vs Benchmark 7%
Brand Awareness: 23.3% vs Benchmark 3%
TV Performance: 587 GRPs, R1+74%, R3+57%
Video URL/location:
- TVC for the South: https://www.youtube.com/watch?v=jXoVxH4zU4A
- TVC for the North: https://www.youtube.com/watch?v=AeRGFLUAtWI
Categories: KOL & TV
