Belgium is a genuine "kiwi country" by European standards - a fact most people don't know. Over five years of partnership, the core challenge has been the same: how do you build a loyal Zespri fanbase around a single piece of fruit, largely through digital channels where it's genuinely hard to create engagement for produce?
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Zespri
Belgium eats more kiwifruit than almost anywhere else in Europe - few people know it. We help Zespri turn that into a loyal, engaged fanbase, both with consumers and with health professionals.
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Client:
Zespri
Deliverables:
Video marketingDigital mediaPerformanceMarketing campaignsAnimationOur goal
Build sustained engagement and consideration for Zespri - with everyday consumers through playful, informative content, and with dietitians as a credible professional audience.
Our approach
Consumer content: an annual health survey of the average Belgian, published via the "Fit & Vol Pit" platform, surfaces real behavioural gaps that we turn into bite-sized content. For families and schools, "Fruit een lekkere buit" is our recurring campaign promoting healthy nutrition choices for kids, with free lesson packs and "exercise snacks."
B2B - dietitians: we built "Onder Diëtisten - Vitalized by Zespri" (onderdietisten.be / dietetiquementvotre.be), a content platform covering current nutrition-science topics - FODMAP diets, nutrition in the first 1,000 days, myths in gastroenterology, developments in obesity surgery - that simply didn't exist elsewhere in Belgium at this depth. Most content sits behind registration, verified against each dietitian's official professional number, since the topic is equally of interest to the general public.
To drive awareness of a brand-new platform among a niche professional audience of ~3,000 while the same content is also searched by hundreds of thousands of consumers, we partnered with VBVD (Vlaamse Beroepsvereniging van Diëtisten) and its French-speaking counterpart Les Diététiciennes for a one-time email rental and a month of channel presence; worked with three key opinion leaders identified for their authority in the sector; and ran video ads on Facebook, YouTube and LinkedIn designed to be immediately recognisable as "for professionals only," retargeting with a sign-up ask only after clear engagement.
The results
458 dietitians registered after the first campaign (of roughly 3,000 in Belgium)
Training videos watched to 33% on average — high, given they run around 20 minutes
70% of logged-in visitors downloaded a content element or tool to use with patients
Zespri moved from third to second place on the fruit-brand awareness ladder
700+ nutritionists have since signed up in total