Zespri, one of the world’s most beloved Kiwi fruit brands, has launched its Jam Packed campaign, showcasing the nutritional value of kiwi fruits, and the distinct and bold flavour of the fruit, while addressing common consumer misconceptions around its value and premium price point.
The campaign, which has a singular focus on motivating consumers to give Zespri Kiwifuit a go, was brought to life by Dubai-based creative agency quote un quote in partnership with production consultants Mint MENA, animation experts Reno from Buenos Aires and media agency Mindshare, with Audiocastle, Miami providing the music score and Singapore-based PepperComm supporting on PR.
Kanako Inomata, Head of Marketing, APAC at Zespri, said, “With Jam-Packed, we wanted to shift the narrative around Zespri – from just a delicious fruit to being a nutrition powerhouse, densely packed with 20 vitamins and minerals in one small fruit.”
Inomata added, “quote un quote successfully translated the strategy into a creative platform that is simple, distinctive and culturally relevant. Their creativity and craftmanship in storytelling helped us connect with a wide audience across the region in a way that feels bold, fun, and true to who we are. To top it up, the commitment and collaboration have been instrumental in driving the success of the campaign.”
The campaign took a multi-channel, multimedia approach, tailored slightly by market, but deployed across:
- Television commercials (TVCs)
- Social media platforms
- In-store activations and branding
- Digital and online video
- Point-of-sale and shopper marketing
“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, Co-Founder and CCO at 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.”
As such, the Jam-Packed campaign was built around a high-energy creative platform that brings to life the ‘bursting with goodness’ quality of the Zespri fruit.
Given the objective to build awareness and drive trial, the selected platforms ensured a 360-degree presence across the consumer journey:
- TV and digital video brought emotional storytelling and hero moments to life.
- Social media helped amplify the campaign with shareable, fun content — especially via the much-loved Zespri Kiwi Brothers mascots.
- In-store and point-of-sale (POS) materials were critical to drive conversion at the point of purchase — where decision-making often happens.
- Activations offered tangible experiences that connected shoppers with the product in real-time.
This mix ensured high reach, engagement, and purchase intent, aligned perfectly with the campaign’s goal of increasing penetration.
The campaign intended to connect with health-conscious consumers across the region, inspiring them to elevate their healthy lifestyle with a fruit that delivers much more than meets the eye.=
Commenting on the delivery of the campaign, Joseph Makhoul, Co-Founder and COO of quote un quote, said, “As a young, independent agency from Dubai, being entrusted with a regional campaign of this scale was a milestone moment for us. Our single-minded goal was to showcase Zespri’s incredible nutritional value in a playful, engaging way that would resonate across diverse Asian markets. The ‘Jam-Packed’ creative platform allowed us to do just that — with impact, energy and a lot of flavour.”
The Zespri Kiwi Brothers mascots — the animated brand heroes — continued to lead the storytelling. Their established popularity and charm made them ideal perfect ambassadors to deliver the “Jam-Packed” message in a fun and relatable way.
The campaign is live across key APAC growth markets, including South Korea, Vietnam, Singapore, Malaysia, Indonesia and India. The campaign duration varies by market, spanning between three to six months.
“While it’s too early to share post-launch performance data, qualitative feedback from markets has been overwhelmingly positive. Pre-launch testing showed high resonance, clarity of message, and strong purchase intent lift. The campaign is tracking well and is on course to meet — if not exceed — its penetration goals,” Makhoul concluded.
CREDITS:
Campaign Title: Jam-Packed
Client: Zespri
Lead Creative Agency: quote un quote
Supporting Partners:
- Production Consultants: Mint MENA
- Animation: Reino, Buenos Aires
- Music Score: Audiocastle, Miami
- Media: Mindshare
- PR: PepperComm, Singapore
