Zespri SunGold Kiwifruit encourages parents to go the Healthier Way in new initiative via Dentsu
Zespri Kiwifruit has today announced its Healthier Ways initiative to help parents in the healthy eating battle for children. Zespri in collaboration with Dentsu Creative, has developed a new online navigation tool, first launching in Western Sydney.
Says Zespri spokesperson KokHwee Ng – general manager, global marketing: “Western Sydney is densely populated with fast food outlets, so we wanted to increase kids’ exposure to healthy food choices. For us at Zespri, it’s such an important campaign that is closely related to our purpose as a brand, which is to help everyone thrive through the goodness of kiwifruit, and part of that is helping children form healthier eating habits from a young age. Now, we’re giving families the choice to go the Healthier Way with our online navigation map tool and a chance to grab a healthy fruit snack on their way via our Zespri SunGold Kiwifruit pop-up.”
The online navigation tool will support the six in ten (59%) parents avoiding traveling routes with junk food advertisements and outlets and/or generally avoiding taking their kids to fast food or junk food restaurants, according to commissioned research by Zespri Kiwifruit.
In addition to users being able to access Healthier Ways virtually via the website, Aussies located in Western Sydney will have spotted a sea of green and gold on their commutes this morning with a Zespri SunGold Kiwifruit pop-up at Penrith’s Mondo Park to celebrate the first day back to school in New South Wales, and QR codes featured on OOH prompting passersby to take the healthier way to their destination with Zespri SunGold Kiwifruit.
Says Zac Pritchard and V. Wassim Kanaan, creative directors at Dentsu: “Parents are faced with the pressure of fast food when they commute with their kids in Western Sydney. It might seem like a functional navigation tool, but we’ve incorporated out of car entertainment along the way to give kids healthy mascots too. There are ‘backstreet billboards’ for taking the Healthier Way, a ‘healthy pop-up’ for people to pick up a SunGold Kiwifruit, and even a few life-size KiwiBrothers mascots dancing along a healthier route.
“It’s been a monumental production effort across all sectors of the Dentsu business; Merkle, Dentsu Creative PR and our creative production team, and we’re super lucky to be able to partner with clients like Zespri to make brave ideas like this happen, because they’re ones that make the world a little better (healthier).”
For more information on the Healthier Ways online map tool, visit https://www.zespri.com/en-AU/healthier-ways or find and scan the QR code in Zespri SunGold Kiwifruit advertising. Healthier Ways is available on both iOS and Android phones.
Zespri:
KokHwee Ng – General Manager, Marketing
Janice Byrnes – Senior Marketing Manager, APAC
South Sally Burtonwood – Brand Manager, Australia
Norman Tan – Global Digital Marketing Strategy Leader
Nina Yusman – Global Lead, Health Strategy & PR
Wei Nian Tan – Brand Development Manager, APAC South
Cecelia Low – Media & Digital Manager, APAC
Dentsu:
Ben Coulson – Chief Creative Officer
Zac Pritchard – Creative Director
V. Wassim Kanaan – Creative Director
James Bush – Creative Technologist
Marcel Moniaga – Digital Creative Director
Craig Sloane – National Head of Production
Graham Alvarez-Jarratt – Strategy Partner
Mike Papa – Senior Designer
Nicky Webster – Group Account Director
Ruby Tonkin – Senior Account Manager
Emilija Landi – PR Account Director
Madeleine Page – PR Business Director
Anna Harty – PR Account Manager
Sarah Male – PR Senior Account Executive
Nadia Othman – PR Senior Account Executive
Gabriel Tamborini – Chief Experience and Gaming Officer
Sam Graham – Principal Developer
John Dooley – Lead Developer/Engineer
Cade Wilson-Saul – Senior Project Manager
Priyanka Hunka – Senior QA Engineer
Activation – The Park
Erika Morton Allen – Managing Director
Mabel Tu – Account Director
Sasha Hopkins – Senior Account Manager
Animation – Perceptual Engineering
Jon Baxter – Director. VFX.
Charles Cumming – 3d, modelling, animation
Taylor Hewtson – VFX
Mindshare Australia
Kirsty Hunter – Client Partner
Elise Stark – Marketplace Director
Jelynne Go – Performance Manager
Sampling – Direct 2 Consumer (D2C)
Clarissa Santiago – Account Director
10 Comments
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Love it, a great way for the little guy to make some noise in a category dominated by the big spenders.
Yes please, if it dishes up a route with a similar eta I’m in!
I just got back from a school holiday east cost drive with the family, the Pacific Highway is one giant pester power nightmare. I love this from Zespri, clever hijack and potentially actually useful.
But we sell a packet of apple slices, pretty sure someone even ordered one once.
Great insight driven creative work. Solves a problem, and gets the brand out there in a fresh way.
Just tried it. Works a treat on Apple Maps. Nice build.
That’s a clever media and PR hack. Nice work.
Brilliant insight. Nice to see pure yet simple ideas
Clever. Really taps into how true this is and why Western Sydney was dubbed the “Red Rooster Line”. I grew up there and I recently worked on a government pitch that is trying to tackle this issue. Its just getting worse.