Kiwi Brothers return as Zespri highlights nutrition in Asian markets

ASIA – Zespri has launched a fresh round of marketing across Asia, leaning on the return of its popular Kiwi Brothers to draw attention to its SunGold and Green kiwifruit.

The new campaign, called Jam-Packed, targets shoppers who may think the fruit is too expensive, despite its health benefits.

“In a category where price perception often overshadows nutritional value, our brief was singular and clear: get first-time or infrequent buyers to give Zespri another go,” said Shahbaz Zobairi of the Dubai-based agency Quote Un Quote.

“The reality is, not enough people know just how powerful a Zespri kiwifruit is – its superiority in nutrition and its unique sweet-tangy taste is unlike anything else in the fruit aisle.”

Zespri’s marketers want to reach health-conscious customers in India, Indonesia, Malaysia, Singapore, South Korea, and Vietnam. The campaign will appear on TV, digital platforms, in stores, and at events.

Kanako Inomata, Zespri’s head of marketing for Asia-Pacific, said the goal is to change how people think about the fruit. “With Jam-Packed, we wanted to shift the narrative around Zespri,” she said, “from just a delicious fruit to being a nutrition powerhouse, densely packed with 20 vitamins and minerals in one small fruit.”

The playful Kiwi Brothers have appeared in past campaigns and have proven to be a useful way to connect with audiences. Their presence helps Zespri stand out in the market and makes the fruit more approachable.

“Consumers find the KiwiBrothers characters on packaging to be unique, creative, and fun, and they help the brand stand out on shelves, which drives purchase,” said North America general manager Darren LaMothe.

A strong start to 2025

The campaign arrives at the same time as Zespri’s strong kickoff to the 2025 season. Over 30 million trays of kiwifruit have already shipped to markets in Europe, the US, and Asia.

The first SunGold shipments arrived in mid-April at ports in Zeebrugge, Tarragona, and Vado. At the same time, charters landed in Los Angeles and Philadelphia.

In Asia, Zespri reported strong early sales, backed by good fruit quality and strong brand awareness. Green kiwifruit has started moving in Hong Kong and Malaysia.

In Europe, volumes are up by around 4 percent this year. Acting general manager Nikki Johnson said the team has solid partnerships and clear plans in every market. “Our focus remains on maximizing value for growers, customers, and consumers,” she said.

The company also plans to bring back the “Choose Healthy, Choose Real – Zespri Zing” campaign in Europe for the second year. It encourages shoppers to eat more whole foods as part of a lasting habit.

Meanwhile, in the US, Zespri will keep working closely with retailers to boost sales through fresh packaging and store displays featuring the Kiwi Brothers.

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