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2020 BRONZE CHALLENGER BRAND SOLUTION / COMMERCE & SHOPPER EFFIES
UNITED STATES
SunGold Kiwifruit “Let Your Taste Wander”
RAN IN: United States
CLIENT
Zespri North America
Raul Murguia , Head of Marketing - Americas Ramon Rodriguez, Brand Manager Sarah Deaton, Marketing Manager
Travis Brown, Art Director Cody Radcliff, Designer Tyler Merritt , Designer Dan Alexander, Lead Developer Jamie Reedy, Creative Director Stephen Hausrath, Senior Studio Artist Ashley Rutstein, Associate Creative Director Kelsey Steffes , Associate Creative Director Eric Kiker, Chief Strategy Officer Megan Gonzalez, Group Account Director John Gilbert, Chief Digital Officer Samantha Johnson, Media Director Rebecca Hynes, Producer
We designed “Let Your Taste Wander” as a multimedia campaign to pique people’s curiosity about golden kiwi. Through animated video ads, print, a "Wander & Win" challenge, a microsite, social media, influencer partnerships, and in-store efforts, we engaged the demographic sweet spot, and enticed people to break from their boring shopping routines and place Zespri SunGold in their carts. Ultimately, SunGold’s sales increased 42.7% nationally in 2019 while overall U.S. fruit sales were flat, and the brand’s sales accounted for more than half of the entire kiwi category’s growth.
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Hero Medium: INTERACTIVE/ONLINE
Medium Featured On Video: INTERACTIVE/ONLINE,MOBILE/TABLET,PRINT,SOCIAL MEDIA