We developed the "Kiwi Mondays" campaign, playing on the universal sentiment that Mondays are often viewed negatively as the start of the workweek.
 
The idea was to turn Monday into a positive experience by surprising people with free Zespri kiwis, brightening up the start of their week. Our team identified seven key cities across Germany, where we dispatched promotion teams on Monday mornings to hand out free kiwis, entertain the public, and create a memorable, refreshing moment.
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The campaign was announced through a combination of social media posts and guerrilla posters, designed to build anticipation for our arrival. I was responsible for creating all campaign content, including the design of promotional materials, posters, and the promoter outfits, ensuring a cohesive and vibrant representation of the Zespri brand.
 
In addition, we utilized chalk graffiti as a guerrilla tactic to further engage the public and enhance brand visibility. A professional photoshoot was organized to capture the essence of the campaign, providing high-quality visuals for promotional use.
 
We also integrated the campaign with Zespri’s website, featuring a giveaway to further incentivize consumer engagement.