Kiwifruit company’s new SunGold campaign offers parents in Sydney way to promote healthy eating to their children
Zespri has launched a new marketing campaign for its SunGold kiwifruit, one designed to keep young consumers in Sydney, Australia, thinking about healthy eating.
Timed to coincide with the first day of the new school term in the state of New South Wales, Healthier Ways is an online navigation tool aimed at parents, many of whom apparently want to avoid fast food advertising as they drive their young children around the city.
“Western Sydney is densely populated with fast food outlets, so we wanted to increase kids’ exposure to healthy food choices,” explained KokHwee Ng, Zespri’s general manager for global marketing.
“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 company worked with Dentsu Creative to develop the campaign. The agency’s creative directors, Zac Pritchard and V Wassim Kanaan, said the tool would alleviate pressure on families to consume fast food.
“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,” they commented.
On Monday 14 October, a SunGold pop-up brought the Healthier Ways message to passersby at Mondo Park in Penrith, in Greater Western Sydney.
“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,” Pritchard and Kanaan added.
