Independent agency RUN Aotearoa has launched a new campaign for Māori Kiwifruit Growers (MKG) in partnership with Zespri and Mr Apple, marking the brand's first marketing initiative in Dubai.
The launch was led by Māori Kiwifruit Growers Limited (MKGL) and supported by Te Arikinui Kuini Nga wai hono i te po, the Māori Queen, who travelled to the United Arab Emirates (UAE) with a Kiingitanga delegation. The delegation attended the official event alongside UAE representatives, including His Excellency Dr Thani bin Ahmed Al Zeyoudi.
Titled Legends of Aotearoa New Zealand, the campaign combines Māori storytelling and digital engagement to position New Zealand-grown kiwifruit as a premium product. RUN managed the project from creative strategy and design through to production, packaging, point-of-sale materials, and the accompanying website.
In collaboration with MKG, Zespri, and Mr Apple, the initiative introduces collectable cards that feature Māori legends, which consumers in Dubai can scan to activate an augmented reality (AR) experience. The interactive content extends to the website legendsofnewzealand.com, which provides a broader digital experience and background on New Zealand's cultural heritage.
RUN worked with creative technology studio iSPARX to develop the AR system using browser-based technology that eliminates the need for a dedicated app. The approach allows users to access the interactive experience directly through mobile devices.
"We wanted to turn a simple supermarket purchase into a moment of discovery," said RUN co-founder and chief creative officer, Raymond Otene McKay. "By blending storytelling, culture, design, and technology, every purchase becomes a window into the beauty and wonder of Aotearoa New Zealand. In markets like the UAE, where provenance and country of origin really matter, we wanted to give customers an experience that's grounded in design, creativity, and cultural authenticity."
MKG Group chairman, Geoff Rolleston, said, "This partnership places Māori kiwifruit growers on the world stage and sets a benchmark for what collaboration can achieve. Our focus is on building futures, not just marketing fruit, but investing in people, skills, and opportunities that will benefit our mokopuna for generations. These are the kinds of relationships that create true intergenerational prosperity."
The Dubai initiative follows RUN Aotearoa's previous work with Māori Kiwifruit Growers, including a full brand refresh in 2023 and a marketing campaign in Hawai'i in 2024 that highlighted shared Māori and native Hawaiian cultural symbols such as the Amokura bird.
Source: B&T
