LRXD Gets “Real” With Zespri SunGold Kiwifruit, Launches First Large-Scale U.S. Ad Campaign and Sweepstakes
American moms know better than most that life is rarely perfect. From nap-time tantrums to self-inflicted haircuts to bated-breath grocery store runs, everyday parenting is hardly representative of the picture-perfect moments we choose to share with the world on Instagram. And snack time is no exception.
So, when New Zealand brand Zespri tasked LRXD to help them introduce the U.S. to their new SunGold Kiwifruit (a sweeter and more nutritious golden-yellow version of the fuzzy green fruit most American consumers are familiar with) we knew that we’d need to keep things real.
The result was “A Real Snack for Real Life,” a fully integrated national campaign that uses outdoor, social, display, native, digital radio, online video, a microsite and promotions to target an audience of women between the ages of 25 and 49 who tend to be mothers. Leaning on a wealth of relatable parenting humor and a dash of humility, the campaign educates audiences about the new product and how it can make snack time just a tad easier (within reason).
In one live-action spot, mom touts the benefits of SunGold Kiwifruit while cutting one, handing half off to a tiny hand, and grabbing her wine glass and toasting “Cheers to easy.” In another, a baby in a highchair looks bewildered as mom cuts a SunGold Kiwifruit — then uses his spoon to eat it herself.
The creative drives to a microsite where visitors can enter to win $15,000 in “real prizes” that fit their real lives — like a 5-day staycation, college tuition starter cash and a month of nanny services.
“It’s a weird time in the food world where every brand seems to be shouting about its benefits as if they will make all your problems go away,” explained Jamie Reedy, Creative Director. “Moms are in a tough spot. They want to do right by their families, and all the ‘perfect lives’ they see in social media stress them out. They know perfection is unattainable, and they’re looking for small, realistic ways to help their kids grow up strong and confident — and help them feel they’re doing a good job.”
Zespri is a $2 billion brand that markets different varieties of kiwifruit. The fruit is the top seller in many parts of the world, but it ranks about 20 in the U.S., so the company sees much potential for growth.
