Zespri makes vitamins the life of the party in new campaign

Zespri is turning natural nutrition into an upbeat party in its latest Asia-Pacific campaign "Jam-packed".

The campaign aims at educating consumers about the importance of nutrient density when choosing fruits and invites consumers to better understand the richness of nutrients inside each kiwifruit.

Central to the campaign is a film that brings nutrients to life by personifying vitamins as guests at a lively house party hosted by the Zespri KiwiBrothers. This playful, vibrant setting visualises the idea of the fruit being “jam-packed” with nutrition.

Don't miss: 'We don’t believe in a cookie-cutter approach,' says Zespri on its purpose-led marketing tactics

The film starts with a shot of kiwifruits lined up in a supermarket. The camera then quickly zooms into one of the kiwis to reveal a massive party with music, a disco ball, and the vitamins dancing and getting into wild antics. The party comes to an abrupt pause when the doorbell rings.

As revealed through the door's peephole, more vitamins are keen to join the party, making it an incredibly jam-packed party.

The concept film is supported by integrated activations across digital and physical channels, from immersive retail experiences to engaging media content — all designed to bring the “jam-packed” world of Zespri kiwifruit into consumers’ daily lives.

The campaign comes as busy lifestyles drive many towards convenience foods often high in sugar, salt, and processed ingredients. As such, Zespri is using nutrient density education to simplify healthy food choices. The campaign’s creative approach cuts through typical health messaging clutter with an upbeat, feel-good tone that reflects Zespri’s natural and wholesome brand spirit.

Nutrient density measures the amount of essential nutrients in a given portion of food relative to its calorie content. A higher nutrient density score means a more balanced and nutritious bite.

“At Zespri, we believe that good nutrition starts with making good choices,” said Ng Kok Hwee, global general manager of marketing.

“Our 'Jam-packed' campaign highlights how nutritionally dense Zespri kiwifruit is, delivering vital vitamins and minerals. In a world where making healthy choices can feel overwhelming, we want to simplify nutrition. Instead of focusing solely on calories, nutrient density promotes nutritionally smart decisions that meet the needs of individuals and families," added Ng.

Zespri's latest campaigns have taken a tongue-in-cheek approach in educating consumers on the importance of eating fruits. In May last year, it created a pillbox for its Kiwifruits to combat consumers' forgetfulness to include fruit in their daily consumption habits.

The packaging comes with seven compartments labelled from Monday to Sunday with a Zespri SunGold Kiwifruit in each compartment.

Related articles:
Zespri International picks new CEO
Zespri partners dentsu HK to launch health education campaign
Zespri's new pillbox-shaped case will ensure you never forget your fruit