Creative agency Anthem has created a new campaign called Wake Up With a Kiwi for Zespri Kiwifruit.

For one of Anthem’s latest projects, the agency stretched beyond its traditional branding and packaging design scope to create a holistic brand initiative for Zespri Kiwifruit that included an above the line print and TVC campaign kicking off in June across Southeast Asia and Australia.

Anthem created iconography that refined Zespri’s current positioning from general health to consumer benefit then managed the design and development of integrated multi-media campaign with various teams across the region from Singapore to Sydney to deliver a seamless, consistent expression of the brand across mediums and markets.

Speaking about the partnership with Anthem, Judy Lee, Zespri regional marketing manager, Southeast Asia and Australia said, “Anthem’s regional reach, collaborative network, and sheer creativity enabled us to quickly evolve our working relationship. The teams’ versatility, proactive approach, and ability to exceed expectations by going beyond the brief, earned my trust.”

Anthem’s regional team built a relationship that evolved from the first project to working on most of Zespri’s marketing communication materials. “It’s an organic partnership that both sides have invested in. We started on packaging, grew into shopper marketing, became strategically engaged in workshops and then took all that learning, expertise and experience into above the line with print advertising and a television commercial. The TVC is a first for us in this region and we’re thrilled that we could deliver on our client’s needs,” said Steve McGinnes, Anthem, managing director.

Lee further stated, “As Anthem helped sharpen our brand messaging in a way that would resonate with our consumers on pack and in-store, I felt confident they would ensure Zespri’s brand equity across our additional channels. We are excited to see the commercial launch and look forward to seeing the overall advertising impact on our sales.”