Zespri has launched a novel packaging solution, the Fruit Pillbox, designed to promote daily fruit consumption in Singapore. This innovative packaging, inspired by a pill box, features seven compartments for each day of the week, each containing a Zespri SunGold Kiwifruit. The initiative aims to tackle the challenge of daily fruit consumption forgetfulness among Singaporeans. Crafted from recyclable materials and vegetable-based ink, the Fruit Pillbox is a response to a survey revealing that over 50% of Singaporeans fail to consume fruit daily, primarily due to forgetfulness. Furthermore, 93% expressed a desire to increase their fruit intake.
Ng Kok Hwee, General Manager of Global Marketing at Zespri, highlighted the campaign's foundation in Nudge Behavioural Economics, aiming to foster positive eating habits. The collaboration with The Shed 28, Mindshare, Speak Easy, and Peppercomm for this campaign underscores Zespri's commitment to enhancing community health through innovative marketing strategies. The limited-edition packaging will be available for a pilot run at selected FairPrice Finest stores starting 2 March 2024, to evaluate its impact on promoting consistent fruit consumption.
Source: marketing-interactive.com