Zespri and dentsu HK partner up to transform wellness habits in HK

Kiwi brand Zespri has partnered with dentsu Hong Kong to launch an online-to-offline health education campaign that aims to transform wellness habits in Hong Kong. The campaign started in May and will end in June. 

With the tagline "Daily +1 Zespri, easy & healthy” (+1 Zespri，健康好 Easy)", the campaign conveys the key message that eating one kiwifruit is a small but meaningful step towards better health. It aims to provide busy Hongkongers with quick and easy access to nutritious health information.

The campaign is conducted in online-to-offline engagement. Firstly, Zespri has reached consumers digitally through an Instagram game where several Instagram accounts are created that feature nutritional facts about kiwifruit, such as providing 100% of the daily Vitamin C needs, having a high nutrient density, and having a low GI value. 

These Instagram accounts are all tagged on Zespri's main account, with a "+" sign next to the "1" in the campaign's tagline graphic, echoing the message of "Daily +1 Zespri”.

Moving to offline engagement, Zespri has launched a Zespri-branded truck that travelled across Hong Kong, Kowloon, and the New Territories to further amplify the campaign's message. Participants can redeem a Zespri Sungold kiwifruit at the truck by showing the screenshot of the Instagram game they played earlier.

Additionally, participants are given a Zespri nutritional menu where they can learn about the benefits of incorporating Zespri Kiwifruit into their daily diet. They can also set their health goal to receive a limited-edition Zespri mini bag that can hold a Zespri Kiwifruit in any size.

In terms of marketing strategies, Zespri’s spokesperson said this is an O2O campaign that allows the brand to seamlessly generate insightful data of the customer journey and behaviour.

“It benefits both advertisers and marketers to optimise the overall marketing efforts across multiple channels, ensuring consistent brand messaging and increased customer loyalty, higher conversion rates, and improved ROI."

Roby Leung, marketing director Hong Kong, Zespri, said: "We are thrilled to partner with dentsu Hong Kong, as they have successfully motivated people in Hong Kong to learn more about ZespriTM and its nutritional value. Our goal is to inspire Hong Kong consumers on the importance of taking a small but meaningful step in health, such as incorporating Zespri Kiwifruit into their daily diet, and repeating this simple small step can eventually support your bigger health goal in their busy daily routine."

Jacqueline Law, chief client officer, Dentsu Creative Hong Kong, said: "The 'Daily +1 Zespri' campaign has been a great success in engaging Hong Kong people to learn more about Zespri and pursue a healthy lifestyle in the midst of their hectic lifestyle. This campaign exemplifies dentsu’s commitment to wellbeing, advocating a positively empowering message to the mass in Hong Kong.”

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