Imagine a fruit, so tasty and easy to eat, but was being ignored by households across the GCC. Why? Our hero, the Zespri Kiwifruit, was plagued by the myth that it was messy and difficult to eat, causing consumers to bypass it.

You see an exaggerated showcase of how one should eat a Zespri kiwifruit, which is to cut, scoop and share.

Consumers felt Kiwifruit were messy to eat as they were biting directly into the fruit or peeling it, versus cutting the fruit in half and scooping the flesh out with a spoon keeping the mess to a minimal and the fleshy meat to a maximum.

We developed video tutorials to teach consumers “How to Eat a Zespri” in funny, quirky, and sometimes weird ways.

We chose video content as the primary format for our idea due to how hungry consumers in the GCC are for video content. The video ran on Facebook, Instagram and Youtube.

The videos helped push Zespri Kiwifruits up the food chain and into fridges and happy stomachs across the GCC.