Zespri launches Jam-Packed campaign to highlight kiwifruit nutrition

Zespri has introduced its Jam-Packed campaign in the Asia-Pacific region, focusing on educating consumers about nutrient density in food choices.

The Jam-Packed campaign centres around a concept film featuring the Zespri KiwiBrothers hosting a lively party for personified vitamins, visually illustrating the nutritional content of kiwifruit. The company aims to present information on nutrition in an accessible and engaging way, encouraging consumers to consider nutrient density as an important factor when selecting foods.

The campaign responds to shifting consumer habits across the region, where busy lifestyles have contributed to a reliance on prepackaged meals and convenient food options. This trend, according to research cited by Zespri, has increased consumption of products high in sugar, salt, and processed ingredients. Through its new initiative, Zespri seeks to educate consumers about the benefits of choosing foods with high nutrient density, especially fruit.

Nutrient density is defined as the number of essential nutrients present in a given portion of food relative to its calorie content. Foods with a higher nutrient density score are considered to provide a more balanced supply of required vitamins and minerals per bite, compared to those that are energy-dense but nutrient-poor.

"At Zespri, we believe that good nutrition starts with making good choices," said Ng Kok Hwee, Global General Manager, Marketing. "Our 'Jam-Packed' campaign is about helping consumers understand how nutritionally dense Zespri Kiwifruit is in delivering vitamins and minerals. In a world where making healthy choices can feel overwhelming, we want to simplify nutrition. Instead of focusing on calorie content, nutrient density emphasizes the amount of essential nutrients in a portion of food, promoting nutritionally-smart choices for individuals and families' needs."

The campaign's core concept is expressed through a film that takes viewers inside a kiwifruit, where the KiwiBrothers characters host a house party for vitamin and nutrient guests. Each vitamin is brought to life as a unique character, using visual storytelling to represent the variety and richness of nutrients in a serving of kiwifruit. Zespri's approach is intended to differentiate from traditional health communications by using a playful and approachable tone, while retaining a focus on the fruit's nutritional value and its position in a balanced diet.

Integrated digital and physical activations support the campaign across the Asia-Pacific region. These activations include immersive retail experiences and media content designed to reinforce the key message that Zespri Kiwifruit is "jam-packed" with nutrition. The company aims for these activities to make the concept of nutrient density both relatable and easy for consumers to apply in their daily choices.

Through the Jam-Packed campaign, Zespri states that it intends to empower consumers to make informed food decisions and support a more balanced lifestyle. The suite of campaign activities is intended to further this aim, providing practical information and first-hand experiences designed around the central theme of nutrient density.

The campaign also reflects Zespri's broader strategy of promoting the natural qualities of kiwifruit and differentiating it within the category as a nutrient-dense choice for consumers navigating a market increasingly shaped by convenience foods.

The Jam-Packed campaign video and related materials are being distributed throughout the region as part of Zespri's ongoing consumer education efforts.