Future Markets

VMLY&R understands Zespri’s target audience’s behaviour, and we identified the challenges they faced. There is hesitation to add new sources of nutrition at the cost of unfamiliarity and price. Possibility Seeker Mums tend to stick to base fruits which are considered as “safe bets”, yet they are on the lookout for food options that can help simplify meal mixes but not compromising on the nutrients. ​

We saw an opportunity for Zespri to dial up on its product benefits. Through our campaign video and KVs, we placed emphasis on the Vitamin C in Zespri SunGold, the taste of the kiwifruit and how the kiwifruit helps boost immunity. 

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