Zespri Kiwifruit and Dentsu Creative launch ‘Healthier Ways’ navigation solution

October 14, 2024 4:29

Zespri Kiwifruit is providing parents with a solution to help them circumnavigate travel routes laden with advertisements of unhealthy foods, via Dentsu Creative.

The Healthier Ways solution is a navigation tool designed to leverage research – commissioned by Zespri Kiwifruit – that unveiled “the six in ten (59%) parents avoiding traveling routes with junk food advertisements and outlets and/or generally avoiding taking their kids to fast food or junk food restaurants”.

“Western Sydney is densely populated with fast food outlets, so we wanted to increase kids’ exposure to healthy food choices,” said KokHwee Ng, general manager, global marketing and Zespri spokesperson.

“For us at Zespri, it’s such an important campaign that is closely related to our purpose as a brand, which is to help everyone thrive through the goodness of kiwifruit, and part of that is helping children form healthier eating habits from a young age.

“Now, we’re giving families the choice to go the Healthier Way with our online navigation map tool and a chance to grab a healthy fruit snack on their way via our Zespri SunGold Kiwifruit pop-up.”

Located at Mondo Park in Penrith, the pop-up shop coincides with New South Wales’ students returning to school this week. Apart from the pop-up, the campaign uses QR codes plastered on out-of-home (OOH) materials to encourage “passersby to take the healthier way to their destination with Zespri SunGold Kiwifruit.”

“Parents are faced with the pressure of fast food when they commute with their kids in Western Sydney,” Dentsu creative directors, V. Wassim Kanaan and Zac Pritchard, said.

“It might seem like a functional navigation tool, but we’ve incorporated out of car entertainment along the way to give kids healthy mascots too. There are ‘backstreet billboards’ for taking the Healthier Way, a ‘healthy pop-up’ for people to pick up a SunGold Kiwifruit, and even a few life-size KiwiBrothers mascots dancing along a healthier route.

“It’s been a monumental production egort across all sectors of the Dentsu business; Merkle, Dentsu Creative PR and our creative production team, and we’re super lucky to be able to partner with clients like Zespri to make brave ideas like this happen, because they’re ones that make the world a little better (healthier).”

The Healthier Ways tool is out on both Android and iOS phones.