LRXD Takes Shoppers on a Delicious CG Adventure for Zespri SunGold Kiwifruit
After years of success across seas, international kiwifruit brand Zespri is in the early years of introducing a new varietal of their flavorful fruit to the states. Zespri SunGold Kiwifruit — a yellow kiwi —has a tropical taste that’s even sweeter than its green cousins and is wildly nutritious. Our challenge: In a category dominated by the ABCs (apples, bananas and citrus), how do we turn Americans on to an entirely new fruit and teach them why it’s worth seeking out?
This year working with Zespri, LRXD has teamed with South African directing collective Tulips & Chimneys to create a fully-integrated campaign that urges shoppers to “let their tastes wander” away from stale shopping lists and toward this unknown fruit. Inspired by Seusian storytelling and exotic New Zealand travel, we fashioned a hyper-real CG rainforest world, populated by fantastical creatures and kiwi-themed flora and fauna.
“Zespri is excited to partner with LRXD and introduce our brand to more consumers,” said Raul Murguia, Head of Marketing for the Americas at Zespri. “Thanks to LRXD’s creativity, collaborative mindset and strong digital capabilities, the agency has delivered a truly distinctive campaign that encourages consumers to mix up their shopping routine and discover Zespri SunGold — our highly nutritious signature product, which is sweeter than the more common green kiwifruit. At Zespri, we believe in making life delicious and this campaign lives up to that belief by encouraging consumers to wander into new experiences,” said Murguia.
Across a total of nine spots, as well as three print ads, shoppers are shown exploring this paradise with grocery carts and baskets at the ready. Each spot concludes with our shopping heroes finishing their journey at an idyllic lookout with a SunGold kiwifruit as the landscape’s centerpiece.
These ads, along with a host of other tactics, direct consumers to a microsite – zesprikiwi.com/wander – where they can win prizes by completing challenges that encourage them to wander, not only with their eating habits, but in everyday life.
“With LRXD’s help, our brand is developing in unique and compelling ways,“ said Sarah Deaton, Marketing Manager for North America at Zespri. “Like a brave partner, LRXD isn’t afraid to challenge our thinking and open our minds to new possibilities. By championing their vision of this CG world and bringing Tulips & Chimneys into our project, LRXD is making it possible for our young brand to break through the clutter and build awareness with U.S. consumers,” said Deaton.
