Kiwi brand Zespri has launched its first UK TV campaign under the concept ‘Packed with Nutrition’.
The campaign is designed to position Zespri as the “most trusted brand for natural nutrient density”.
It builds on last year’s Taste the Obsession campaign, which saw UK penetration reach a new high of 9%, according to the brand.
The Packed with Nutrition campaign has been launched across Europe to respond to growing consumer confusion around health claims by championing nutrient density as a simple, credible and measurable truth.
“Consumers today are surrounded by endless health claims, but many are increasingly unsure about what truly nourishes them,” said Susan Barrow-Dodd, market manager UK&I. “Our new Packed with Nutrition campaign is designed to simplify that conversation by positioning Zespri kiwifruit as a trusted source of natural nutrient density, backed by great taste and quality.
“This is a major step forward for the Zespri brand in the UK, and our most comprehensive campaign yet in demonstrating how SunGold can help consumers make confident, informed choices.”
The TV campaign will introduce the Kiwi Brothers to UK audiences and will be supported by online video, video-on-demand and a mix of organic and paid social media marketing, PR, strategic influencer collaborations and targeted media partnerships.
An extensive shopper marketing and sampling programme will drive trial and visibility at key consumer touchpoints.
The brand said these activities are designed to “create a fully integrated brand experience that builds awareness, trust and consumer engagement” to support the increased distribution of Zespri packs.
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