Zespri, the world’s largest kiwifruit marketer, has unveiled its latest Asia-Pacific campaign, Jam-Packed, aimed at educating consumers on the importance of nutrient density in fruit selection. The campaign features a concept film where vitamins are personified as guests at a vibrant party hosted by the Zespri KiwiBrothers, visually dramatising the idea of the fruit being “jam-packed” with nutrition.
As consumers increasingly opt for prepackaged meals due to busy lifestyles, Zespri’s campaign seeks to simplify food choices by focusing on nutrient density, which measures the number of essential nutrients relative to calorie content. The playful film invites audiences into a miniature world inside a kiwifruit, showcasing the nutrient-rich nature of Zespri Kiwifruit in an engaging manner.
Ng Kok Hwee, Global General Manager, Marketing, stated, “At Zespri, we believe that good nutrition starts with making good choices. Our ‘Jam-Packed’ campaign is about helping consumers understand how nutritionally dense Zespri Kiwifruit is in delivering vitamins and minerals.”
The campaign is supported by a range of digital and physical activations, including immersive retail experiences and engaging media content, designed to integrate the “jam-packed” concept into consumers’ daily lives. Through these efforts, Zespri aims to empower consumers to make healthier food choices and embrace a balanced lifestyle, one nutrient-dense bite at a time. The Jam-Packed campaign video is available for viewing online.
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