Zespri SunGold Kiwifruit
Agency: LRXD
Role: Associate Creative Director
2020 Effie Winner: Challenger Brand Solutions
Did you know kiwi is the #19 fruit in North America? Quick, name 18 fruit. Clearly, there was a consideration problem for the fruit in general, but when Zespri wanted to introduce the US to their newer, yellow variety (the SunGold), we had our work cut out for us.
We likened the experience of shopping for and tasting a SunGold to exploring an unknown, magical world that was hidden right in your local exotic fruit section. Venture to this fantastic world where turtles have intricate tribal patterns and yellow-eared possums fight over who gets the last bite of kiwi. Working with an insanely-talented illustration and animation team in South Africa, we created a destination for grocery shoppers to explore and let their taste wander.
Video: :15s and :06s
Copy:
Zespri’s yellow kiwi awaits.
Sweeter than its fuzzy green mates.
Sure to shake up your grocery grind,
Journey to SunGold for a flavor that’s divine.