ANTHEM Amplifies Zespri Branding with Regional Television Commercial
Anthem, a global creative agency that actively connects brands with consumers by amplifying desirability from package design to brand campaign to drive brand performance, announced that it has amplified branding for Zespri with the completion of a regional television commercial.
For one of Anthem's latest projects, the agency stretched beyond its traditional branding and packaging design scope to create a holistic brand initiative for Zespri Kiwifruit that included an above the line print and TVC campaign kicking off in June across Southeast Asia and Australia. Anthem created iconography that refined Zespri’s current positioning from general health to consumer benefit then managed the design and development of integrated multi-media campaign with various teams across the region from Singapore to Sydney to deliver a seamless, consistent expression of the brand across mediums and markets.
Speaking about the partnership with Anthem, Judy Lee, Zespri Regional Marketing Manager, Southeast Asia and Australia said, “Anthem’s regional reach, collaborative network, and sheer creativity enabled us to quickly evolve our working relationship. The teams’ versatility, proactive approach, and ability to exceed expectations by going beyond the brief, earned my trust.”
Anthem’s regional team built a relationship that evolved from the first project to working on most of Zespri’s marketing communication materials. “It’s an organic partnership that both sides have invested in. We started on packaging, grew into shopper marketing, became strategically engaged in workshops and then took all that learning, expertise and experience into above the line with print advertising and a television commercial. The TVC is a first for us in this region and we’re thrilled that we could deliver on our client’s needs,” said Steve McGinnes, Anthem, Managing Director.
Ms. Lee further stated, “As Anthem helped sharpen our brand messaging in a way that would resonate with our consumers on pack and in-store, I felt confident they would ensure Zespri’s brand equity across our additional channels. We are excited to see the commercial launch and look forward to seeing the overall advertising impact on our sales.”
Anthem is a global creative agency that actively connects brands with people by amplifying desirability—creating an insatiable thirst for brands from package design to brand campaign. Anthem sells brands to drive brand performance. Anthem is part of the brand development group of SGK. SGK is the leading global brand development, activation and deployment company that drives brand performance. SGK is a division of Matthews International Corporation (NASDAQ GSM: MATW). For more information visit: www.anthemww.com
Zespri is the world’s largest kiwifruit marketer, with over 2,500 growers producing and exporting more than 100 million trays of kiwifruit a year to over 60 countries. Zespri is a grower owned cooperative of New Zealand kiwifruit growers, with the aim of ensuring top quality Zespri kiwifruit are provided to consumers around the world. For more health information and easy summertime recipes, please visit www.zesprikiwi.com
Molly Leis Cornelius
Regional Marketing Director
D 65 6418 8672
M 65 9176 6870
Media Relations Manager