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Work In Action

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zespri

Zespri International (Asia) Ltd.

The PR Challenge:
To increase awareness of the superior nutritional value of Kiwi Fruit and boost the sales of Zespri’s Kiwi Fruit.
The PR Program:
IM&A developed and implemented a Kiwi fruit campaign since 2009 to date, first focusing on educating the media and children aged 6 to 12 through a road show to schools, then targeting other groups of potential customers. Our creative team designed two giant mascots and a puppet show to convey the key messages about the nutritional goodness of Kiwi fruit.
The Results:
The campaign achieved significant coverage in leading media as well as overwhelming response from schools. As a result, Zespri’s sales doubled compared to 2008, making Indonesia one of the brand’s fastest growing markets in South East Asia. The communications campaign was awarded with an honorable mention for Consumer Launch Campaign of the Year in the 2009 Asia Pacific PR Awards in Hongkong.

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