Zespri Southeast Asia has appointed Loud as its independent creative agency. The pitch process included strategy and creative submissions from seven independent and global agencies across Australia, Singapore, Indonesia and Malaysia.
The company aims to create a new campaign for the brand in the region. The agency will develop television, print, and POS based on their strategy.
“We were tasked to develop an emotive, creative platform that was stretchy enough to communicate different messages strongly, and on brand in different media channels to a culturally diverse audience in different markets, who have different degrees of maturity over a long period of time,” said Gerry Cyron, Loud’s head of planning and innovation.
“Zespri are an exciting organisation with an outstanding product. They are positioned for growth and we are thrilled to be the communications partner that will help them build success,” said Lorraine Jokovic CEO, Loud.
Zespri, last year, launched a content initiative aimed at changing the perception of its flagship Green Kiwifruits. This was to counter its reputation for being sour which has proved to be one of the top purchase barriers globally.
The social campaign was created by The Secret Little Agency (TSLA) and launched today with a music video – featuring a trio of heavily tattooed tough guys who suddenly break into song and dance midway to elaborate the plight they share with kiwifruits.
Zespri International is the marketer of kiwifruit, selling kiwifruit into more than 53 countries and managing 30% of the global volume.