Campaign details
Brand: Zespri International JapanBrand owner: Zespri International Entrant company: Dentsu Inc., TokyoMarket: JapanSector: Fruit & vegetablesMedia channels: Direct marketing, Newspapers, Packaging & design, Point-of-purchase, in-store, Radio & audio, Social media, Television, Virtual & augmented realityBudget: 5 - 10 million
Executive summary
Zespri not only scored the highest brand performance ever, but also sales hit an all time record. How did this happen? After 20 years of communication about functional appeal, for the first time ever, Zespri shifted to brand communication. The brand strategy to liberate people...