We knew that Saudis are thirsty for content, but by analysing what they consume on daily basis from driving cars on two wheels to street surfing after a strong rainfall, we realized it was tough to get their attention. We needed to break through the flood of content (no pun intended) while being true to our message of how to eat a Zespri kiwi. Based on the insight that "Kiwis are one of the easiest fruits to eat if only people knew how to eat them", our approach was to use "exaggerated humor” and show the various ways to ridiculously open a kiwi, yet at the same time show the simplicity at which you can eat one. We wanted to dispel the myths around the complexity of eating a kiwi once and for all.

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.

As a result; the videos

- Reached over 20 million people

- Sales increased by 59% when the objective was to increase sales by 10%

- Brand Awareness increased by 28%

- Brand Association by 660%

- Purchase Intent by 10%.