Kiwifruit have the highest nutritional density of any popular fruit. Taking just two a day has been scientifically proven to improve digestion and overall health. Yet kiwifruit don’t chart in the top 10 fruit in Australia. The New Zealand Kiwifruit Product Group, responsible for the export of New Zealand kiwifruit to Australia, needed a creative campaign to raise awareness of kiwifruit's proven health benefits to a sceptical market.
We created a 3-year strategy targeting segments already invested in health & wellness. Tapping into health trends, the strategy positioned kiwifruit as a foodie ingredient and ‘superior fruit’. The resulting campaign, Love Kiwis, targeted health conscious mums and everyday healthy lifestylers through a sophisticated yet playful design to express the energy, colour and health attributes of kiwifruit. The campaign name created an intentional double-entendre of ‘kiwi’ to colloquially refer to both the fruit and things of New Zealand. Original content, including photography by Kieran Scott, recipe films by Reel, and endorsements from health and food bloggers, worked together to promote the nutritional benefits of kiwifruit, and drive traffic to the Love Kiwis website.
In association with Motion Sickness, we have rolled out a comprehensive social campaign for 2016, including a range of new photography and short recipe films. The 2016 campaign culminated in the publishing of a limited edition book about Aussies who Love Kiwis.
Since June 2016, the campaign has received 1.75 million impressions, with 900,000 of those being unique. The Love Kiwis Facebook page currently has 11,000 followers, with a cost-per-engagement at $0.05c.