"Zespri SunGold Kiwifruit Launches Healthier Eating Initiative for Families with Dentsu Partnership"
Zespri SunGold Kiwifruit Encourages Parents to Go the Healthier Way in New Initiative via Dentsu
Source: Campaign Brief
Overview of the Initiative
- Zespri has launched the **Healthier Ways initiative** aimed at helping parents combat unhealthy eating habits among children. - The program includes an **online navigation tool**, first introduced in **Western Sydney**, designed to guide families towards healthier food options while avoiding fast food outlets.
Key Features
- Parents are encouraged to utilize the navigation tool, especially in areas with high concentrations of fast food. - Zespri's initiative is backed by research indicating that **59% of parents** typically avoid routes laden with junk food advertisements.
Unique Marketing Strategies
- The campaign incorporates **interactive elements**, including a **pop-up event** at **Mondo Park** in Penrith, where families can sample Zespri SunGold Kiwifruit. - Engaging and entertaining features such as **life-sized mascots** and **"backstreet billboards"** promote a fun experience while encouraging healthier choices.
Statements from Key Figures
- **KokHwee Ng**, Zespri's **General Manager of Global Marketing**, emphasized the campaign's goal: to foster healthier eating habits in children. - Creative directors from **Dentsu**, Zac Pritchard and V. Wassim Kanaan, highlighted the importance of combining **functional navigation tools** with entertainment to effectively engage both parents and children.
Accessibility
- The Healthier Ways tool is available **online** and supports **iOS and Android** devices, ensuring it is widely accessible for families looking to make healthier choices while commuting.
Feedback from the Public
- Early reactions in the comments section express enthusiasm and appreciation for the clever marketing approach, with users suggesting the tool could provide practical solutions for healthier lifestyles.
For further details on the **Healthier Ways map tool**, visit: Zespri Healthier Ways.
