Positioning Zespri as the Go-To Healthy Snack Alternative
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impressions
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in earned media
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boost in brand image
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increase in brand consideration
The Challenge
Australian children are bombarded with an average of 2,800 junk food ads annually on their school commute - 15 ads per trip. This relentless exposure significantly influences their food choices and contributes to a growing childhood obesity crisis, affecting 1 in 5 children nationwide.
Zespri, the world’s largest kiwifruit marketing organisation, saw an opportunity to challenge this unhealthy norm.
Their goal: position Zespri kiwifruit as the go-to healthy snack alternative for parents and kids, while sparking a broader conversation about junk food advertising.
The Solution
Introducing Healthier Ways, a turn-by-turn navigation map tool that helped parents avoid junk food advertising and restaurants on the way to and from school.
Healthier Ways used real-time outdoor advertising location data, junk food restaurant location data, and fruit retailer data to provide the fastest possible route to the users destination, diverting drivers away from junk food advertising, and toward healthy Zespri Kiwifruit advertising and retailers. The app provided an identical or faster trip time than the original, and was compatible in native map applications (Google Maps, Apple Maps) and even Carplay Mode.
Users also had the option to pass our healthy kiwifruit advertising, and even Zespri kiwifruit retailers in the area, to collect a delicious, healthy kiwifruit snack instead of fast food.
Results
The app was a complete success, launching in Western Sydney, the home to the highest density of junk food advertising in Australia. More than 1600 people used the app on a daily basis, helping to avoid thousands of junk food ads and restaurants on the way to and from school.
The campaign itself resulted in more than 36 million impressions and garnered more than $300,000 in earned media, as well as boosting brand image by 209% and consideration by 64%. The vast majority (87%) of shoppers welcomed the initiative, and 89% said they’re more likely to purchase Zespri kiwifruits in the future.
However most importantly, the campaign highlighted the severity of junk food advertising in Australia, and sparked a much larger conversation around the impact junk food exposure has on young children. New junk food advertising regulations are now being discussed in various state parliaments, with the hope of limiting exposure of outdoor junk food advertising near schools.
Innovating to Impact
Aussie Kids are exposed to 2,800 junk food ads on the way to and from school every year. That’s 15 ads every single trip! Zespri Kiwifruits wanted to take on junk food by becoming the healthier snack alternative for parents. Healthier Ways is a cheeky map tool that helps parents avoid junk food advertising and restaurants on the way to and from school. Healthier Ways used real-time advertising, retailer and location data to divert drivers away from junk food advertising, via healthy Zespri Kiwifruit advertising and fruit retailers to collect a healthy, delicious kiwifruit.
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Zespri's 'Healthier Ways' campaign
Zespri, the world's largest kiwifruit marketing organisation, saw an opportunity to challenge the unhealthy norm of junk food.
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