Zespri and TSLA call on Singaporeans to ‘break out’ from routine with integrated campaign

Kiwi fruit brand Zespri called on Singaporeans to abandon the monotony of their delay routines and be more spontaneous during a recent integrated campaign.

The brand’s agency of record The Secret Little Agency first created a print campaign, which ran on the front and on the inside of TODAY, teasing readers to “turn over to… feel alive with Zespri”.

Working with media agency Starcom and fellow creative shop Loud, TSLA also sent a number of mini piñatas to journalists and influencers, encouraging them to ‘break’ away from their “mundane” daily routines by whacking the props for prizes.

The campaign culminated in an activation at  Mapletree Business City,  whereby the agency erected a number of boxes containing inspirational quotes collated from the social media campaign and its engagements.

Passersby were encouraged to physically knock down the physical structure to win more prizes intended to help people change their daily habits.

“Zespri has become such a loved brand in Singapore and we are just thrilled to see so many Singaporeans engaging and being sporting across the different touchpoints of our campaign to really break their routines.” said Kris Kam, managing partner at TSLA.


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