After 22 years, Zespri™ has decided to undergo a rebrand to better reflect the company’s purpose: to contribute to the prosperity of people, communities, and the environment through the benefits of kiwifruit, and to continue increasing participation in the fresh fruit industry worldwide.
The company’s new communications platform includes several elements, one of which is the new tagline “Make your healthy irresistible”, encouraging consumers to make their health something tantalising. The slogan is intended to break stereotypes that associate a healthy lifestyle with something boring or requiring great effort. The rebrand aims to celebrate the importance of being healthy by offering kiwifruit that is both nutritious and irresistibly tasty.
Also making an appearance are Zespri’s™ mascots, known as the “Kiwi Brothers”, who have already taken Japan by storm. Moreover, the company has implemented changes to its logo, the perfect expression of the bold, fun, unexpected, authentic product that is Zespri™ kiwifruit.
The “fan” of different shades of green is inspired by the fruit’s revealing centre, while the red text illustrates the energy and dynamism of the brand.
"From the combination of these elements emerges a new identity that addresses consumer interest in health and the search for nutritious, tasty, natural alternatives. Zespri™ kiwis are not only among the most nutritious fruits, they also taste great, allowing consumers to enjoy food that is both healthy and delicious. That’s the main message we want to convey with this rebrand. It is something that represents a major milestone for the company, emerging at a very productive time, and we are confident that it will satisfy not only our loyal customers, but also attract new ones,” explains Esther Marinas, Marketing Manager for Zespri™ Europe.
This update, supported by the New Zealand kiwi industry, included an analysis of how Zespri™ can better connect with consumers on an emotional level, while building a stronger, more intuitive brand that reflects the burst of flavour consumers get from biting into a Zespri™ kiwifruit.
The new logo has been applied gradually to Zespri™ packaging and various corporate elements and can already be found on the market. To promote it, the Spanish delegation has developed a media campaign that is scheduled to launch 1 June. The campaign includes different marketing pieces and formats for television, print, radio, OOH and digital (social media, online video, displays, branded content and SEM).
For more information:
Charlotte van Bladel
Tel: +32 478 74 18 34