Zespri
Zespri Breakfast Challenge
Driving New Consumer Behaviors Through Social Marketing! By integrating Facebook, Instagram, and LINE with health-focused breakfast content tailored to each audience, we successfully shaped new consumer habits.
As of July 2024 (Kantar), social media influence rose by 16%, healthy eating improved by 10%, and kiwi consumption jumped 25%.
Highlight
- Unlike siloed traditional approaches, we unified all social platforms with a cross-channel strategy to reach our audience more effectively.
- Beyond promo videos, we launched an interactive LINE campaign that encouraged healthy habits and turned users into brand advocates.
Engagement Averaged
139
%
LINE Activation Hit
175
%
UGC moments by users
13000
+ posts
Challenge
Taiwanese breakfasts are often unhealthy, and busy routines make change feel impossible.
So how can integrated social marketing help turn healthy breakfasts into a daily habit?
Solution
Building a new consumption habit takes more than a one-off campaign. Our challenge: make “adding a kiwi to breakfast” part of busy Taiwanese routines.
We tapped into Facebook, Instagram, and LINE—platforms used by over 90% of locals—with distinct content strategies: FB became a fun, snackable nutrition channel; IG turned health into a lifestyle with influencer-style posts; LINE offered interactive tasks, AI photo recognition, and a reward system to turn users into brand ambassadors.
For two years, the “KIWI Brothers” led the way—from year one’s “One Zespri kiwi a day boosts your energy” to year two’s “Upgrade your health with a kiwi at breakfast” driving both awareness and real behavior change across all platforms.
Result
Over two years, the campaign outperformed across platforms—
Engagement Averaged
139
%
LINE Activation Hit
175
%
UGC moments by users
13000
+ posts