Zespri needs to compete with new competitors from local and international kiwifruit brands. As a global kiwifruit leader, Zespri is famous for its premium quality and New Zealand origin. However, the name'Zespri'is hard for most Chinese customers to remember or pronounce so it started to promote its Chinese name 'Jiapei.'

To stand out from competitors, Zespri wants to raise the awareness of its Chinese name 'Jiapai.'Also, in order to compete with lower price, it decides to build a resonating emotional bond with key customers - working moms.

Nowadays in China, young women have to switch between multiple roles. They want to be good mothers, caring wives, responsible kids to their parents and excellent working women. In this film, we recorded two mothers. One is a public figure Hu Ke, the other operates her own café shop. They work hard every day and try to be perfect in every area, but they're not sure whether they're doing well. We have prepared a special gift for them. We interviewed their families and played the video to them, just to let them know they did very well in the eyes of their most important people. After watching the videos, the two women were really moved. Hu Ke said she hoped she could live everyday fully charged for a wonderful life.

1. From August 21st to August 27th, with the help of Sina press, we got social attention to working mothers by releasing the first white paper focusing on the status of working mothers;

2. From August 29th to September 8th, we released a video about the personal experience of a star mother and two ordinary mothers on online media platforms such as Baby Tree, NetEase, Sina and Sinaweibo. The stress and unease of working mothers were truly reflected in this video. Finally we found that people around working mothers generally have much higher evaluation than the self-evaluation of those working mothers.