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Kiwi consumer campaign gets creative

Zespri's animated brand characters the KiwiBrothers™ have arrived in the U.S. As the brand's "Taste the Obsession" consumer campaign heads into its second season, the KiwiBrothers are in the mix and singing to life Zespri's brand story.

"Our KiwiBrothers have been a strong brand asset in 15 markets across the world and we are thrilled to introduce them to the U.S. market," said Jeanne Wilson, head of marketing North America.

The dynamic duo is named Green and SunGold. "Our ad testing for our KiwiBrothers' campaign videos showed very high engagement and persuasion which is encouraging," said Wilson. "Our consumers want to know more about how we grow for taste, that we just do kiwifruit, and that we're 100 percent grower-owned by past and current growers. The KiwiBrothers are here to tell this story."

Green and SunGold KiwiBrothers have arrived in the U.S.

The duo begins their U.S. journey through social media, connected TV, audio streaming, and events. The brand characters will share their story through their rendition of the 80s pop hit song, "Kids in America" by Kim Wilde. The music video will capture attention and consumers will see them performing the song in TikTok videos; during Spotify's audio streaming and commercial breaks; on TV streaming platforms including Hulu, Disney, Peacock, Paramount, and YouTube; and through Facebook and Instagram posts.

Zespri will also engage consumers through brand promotions and events including the KiwiBrothers. "Sampling our kiwifruit is a great way for people to experience the flavor profile of our kiwifruit," said Wilson. "According to our recent 3rd party consumer study, consumers were two times more likely to consider buying Zespri Kiwifruit versus other brands after tasting our kiwifruit. Our SunGoldTM Kiwifruit had a +40 percent higher likeness score versus other leading gold brands and our green kiwi had a +30 percent higher overall likeness score versus other leading green brands."¹

Zespri will spread its kiwi obsession through partnerships at sporting events, races, meal kits, and fitness expos. Along with sampling, consumers can enter for a chance to win a $500 grocery gift card or KiwiBrothers swag/giveaways (Stanley cups, pickleball paddles, and more) at these events while supplies last.

¹ Source: 3rd Party, FORWARD Insight and Strategy, RANZ (Research Association New Zealand)

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