Zespri: Innovation of data marketing strategy, creating a new pattern of categories

New Zealand-based kiwifruit brand Zespri found that during the lockdown, Chinese consumers became more concerned about their physical and mental health and became increasingly digital.

Case details

Brand: ZespriBrand owner: Zespri International Group, New ZealandMain agency: Mindshare ChinaMain agency holding group: WPPMarket launch: Mainland ChinaIndustry: Fresh FruitMedia Channels: OTT Smart TV, Key Opinion Consumer KOC, Key Opinion Leader KOL, Online Display Advertising, Online Video Advertising, Information Feed Advertising, Programmatic AdvertisingBudget: 30-40 million

Case Summary

In the post-epidemic era, the Chinese people's health awareness has awakened, and three-quarters of consumers' diets are getting healthier. Zespri kiwifruit with vitamin C can meet the growing health demands of Chinese consumers. At the...

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