Zespri: Dynamic uplift in a new normal

Kiwi fruit marketer Zespri ran a health-focused campaign to grow awareness, brand power and purchase intent in Vietnam in the wake of COVID-19 lockdowns.

Campaign details

Brand: ZespriAgency: Mindshare VietnamRegion: APAC



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...

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