Zespri, a New Zealand kiwifruit brand, in collaboration with Dentsu Hong Kong, has initiated a health education campaign titled "Daily +1 Zespri". This campaign is designed to provide Hong Kong residents with accessible, nutritious health information, emphasizing the significance of incorporating a Zespri Kiwifruit into their daily regimen to enhance their health. The initiative employs an online-to-offline engagement strategy, starting with a digital Instagram game that educates on the nutritional benefits of Zespri Kiwifruit, such as meeting daily Vitamin C requirements, high nutrient density, and low GI value.
The campaign then extends offline with the Zespri Fruit Artisans' Branded Truck touring various locations in Hong Kong, Kowloon, and the New Territories to reinforce the campaign's message. Participants who engaged with the Instagram game could redeem a Zespri Sungold Kiwifruit from the truck and receive a nutritional menu and a limited-edition Zespri mini bag. Jacqueline Law, Chief Client Officer at Dentsu Creative Hong Kong, highlighted the campaign's success in promoting a healthy lifestyle among the busy population of Hong Kong.
Source: campaignbriefasia.com