LRXD Brings Home an Effie for Zespri Kiwifruit Campaign
An Effie is no ordinary award. Widely recognized as one of the toughest achievements in all of advertising, the judging and scoring criteria are communicated as follows:
“By the time an Effie entry has reached the winners’ circle, it has survived at least two rounds of evaluation from a rigorous jury of senior industry executives focused on identifying the industry’s most effective work. Achieving finalist or winner status in the Effie Awards is a significant achievement. Only a small percentage of cases are finalists each year and, of these, a fraction are winners.”
We’re proud and humbled by the selection of our 2019 Zespri Kiwifruit campaign as a winner in the Commerce & Shopper Challenger Brand category. For over 50 years, securing an Effie has been a global symbol of achievement and we’re honored to receive such a highly-coveted award.
In a produce category dominated by the ABCs (apples, bananas, citrus), beginning in 2017 Zespri tasked LRXD with introducing their golden kiwifruit to the U.S. Over three years, we’ve evolved to create our campaign “Let Your Taste Wander” — a fully-integrated approach in which we invented a hyper-real, CG rainforest world to stage our story. The work included animated videos, print, a “Wander & Win” challenge, microsite, social media, influencer partnerships, and in-store efforts that urged shoppers to take a chance on something new.
Through the campaign, SunGold’s sales increased 42.7% nationally in 2019 while overall U.S. fruit sales were flat — and Zespri’s sales accounted for more than half of the entire kiwi category’s growth. Our 2020 campaign is equally successful, with Zespri SunGold seeing a 52% sales increase over the yearly average — and the brand accounting for 44% of the kiwi category’s growth this year.
This campaign came to life through the imagination and dedication of the LRXD team and the visionary production of Tulips & Chimneys. But none of it would have been possible without our partners at Zespri. Thank you for trusting every step of the process and setting the bar for true collaboration between client and agency.
Congratulations to all who brought their hard work and talent to this award-winning campaign.