Campaign details
Brand: ZespriAgency: Mindshare VietnamRegion: APAC
Strategy
Objective
Repetitive lockdowns with strict restrictions had put the entire Vietnam into a state of anxiety. Zespri Kiwifruit, the largest Kiwi marketer in the world, popular among health conscious & mid-high income community, saw a decline in the purchase intent & brand power among young families in key cities during the lockdowns.
Research data revealed more than 61% Vietnamese consumers were health conscious & willing to spend more on health benefit products during the unprecedented pandemic. However, there was a lot of ambiguous information which confused mom...