Kiwifruit family welcomes little sister Kiwifruit家庭歡迎小妹妹

Zespri’s successful brand marketing siblings shift up for one more in Japan and Singapore.Zespri成功的品牌營(yíng)銷兄弟姐妹在日本和新加坡又多了一個(gè)。

Zespri’s animated Kiwi Brothers are welcoming a new sibling to their clan, with the official arrival of a RubyRed “Kiwi Sister” rolling out in all markets where RubyRed fruit is now sold.

Created in Japan and heavily influenced by the country’s love of animated characters, the brothers have proven to be an unexpectedly big promotional hit further afield, now used to promote kiwifruit in more than 20 countries.

Zespri’s Tokyo office can claim to be the source for the brothers’ creation, which came after a deep dive nine years ago into potential character profiles to personify the brand’s fruit.

Kanako Inomata, Zespri’s Tokyo-based head of marketing for Asia Pacific, said more than 400 characters across the world were reviewed in the process.

“As Japanese, we are quite familiar with multiple anime executions from stop-motions, puppet and various types of illustrations and we utilise different techniques to fit each execution.”

Zespri的動(dòng)畫Kiwi Brothers正在歡迎一個(gè)新的兄弟姐妹加入他們的家族，RubyRed“Kiwi Sister”的正式到來(lái)將在現(xiàn)在銷售RubyRed水果的所有市場(chǎng)推出。
這對(duì)兄弟在日本創(chuàng)作，深受該國(guó)對(duì)動(dòng)畫人物的熱愛的影響，事實(shí)證明，他們?cè)诟h(yuǎn)的地方取得了出乎意料的巨大宣傳成功，現(xiàn)在被用來(lái)在20多個(gè)國(guó)家推廣獼猴桃。
Zespri的東京辦事處可以說(shuō)是兄弟倆創(chuàng)作的源泉，九年前，他們深入研究了潛在的人物形象，以使該品牌的水果具有個(gè)性。
Zespri駐東京亞太區(qū)營(yíng)銷主管Kanako Inomata表示，在此過程中，全球400多個(gè)字符被審查。
“作為日本人，我們非常熟悉從定格動(dòng)作、木偶和各種類型的插圖中執(zhí)行的多種動(dòng)畫，我們利用不同的技術(shù)來(lái)適應(yīng)每種執(zhí)行。”

The efforts from the Tokyo team saw Inomata awarded the inaugural Kiwifruit Innovation Award in 2017 for the KiwiBrothers.

Acceptance among Japanese consumers was almost immediate, with free soft toys of the brothers reported to be quickly cleaned out by customers.

在東京團(tuán)隊(duì)的努力下，豬又在2017年為KiwiBrothers頒發(fā)了首屆Kiwifruit創(chuàng)新獎(jiǎng)。
日本消費(fèi)者幾乎立即接受了，據(jù)報(bào)道，兄弟倆的免費(fèi)軟玩具很快就被顧客清理干凈了。

Their link to brand recognition went viral in 2022 when then New Zealand prime minister Jacinda Ardern visited Tokyo, posing beside the two dancing kiwifruit.
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The closest comparison to the brothers could be the M&M’s animated candy characters, and the brothers likewise carry personalities that cut across demographics and cultures.
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A United States campaign features the brothers in a Mission Impossible-type scenario, dropping into a supermarket after hours to on a mission to “spread their sweet kiwi obsession”.
Inomata said the success of the brothers exceeded expectations, aided by their appeal across generations and cultures.
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She noted other brands, like Dole, incorporate fruit characters into their promotions, but Zespri is distinct for placing the characters at the heart of the marketing campaigns.
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KiwiSister merchandising on display in Japan. Photo: Richard Rennie
“The initial idea was to make a product hero in our communications, because fruit, or kiwifruit, is not a daily necessity for Japanese consumers, like milk, eggs etc that consumers always think of when they go the supermarket.
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“The average daily consumption of fresh fruits in Japan is 93g, which is way lower to daily recommended amount of 200g.”
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The arrival of the RubyRed KiwiSister accompanies the launch of Red80, a new cultivar that has been in pre-commercial trials and likely to be commercialized in late 2025.
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It offers improved keeping quality and later harvesting ability, helping extend RubyRed’s shelf season and extend its market reach.
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? Rennie’s Meeting the Market tour has been made possible with grants from Fonterra, Silver Fern Farms, Rabobank, Zespri, Alliance Group, Meat Industry Association, Wools of NZ, Beef + Lamb NZ, NZ Merino, the European Union Commission and Gallagher.

2022年，時(shí)任新西蘭總理杰辛達(dá)·阿德恩訪問東京，在兩個(gè)跳舞的獼猴桃旁邊擺姿勢(shì)，他們與品牌知名度的聯(lián)系迅速傳播開來(lái)。
與兄弟倆最接近的比較可能是M&M的動(dòng)畫糖果角色，兄弟倆同樣具有跨越人口統(tǒng)計(jì)和文化的個(gè)性。
在美國(guó)的一場(chǎng)運(yùn)動(dòng)中，兄弟倆出現(xiàn)了《不可能的任務(wù)》式的場(chǎng)景，他們?cè)趲讉€(gè)小時(shí)后走進(jìn)一家超市，執(zhí)行“傳播他們對(duì)甜獼猴桃的癡迷”的任務(wù)。
Inomata說(shuō)，兄弟倆的成功超出了預(yù)期，這得益于他們跨代和跨文化的吸引力。
她指出，其他品牌，如都樂，在促銷活動(dòng)中加入了水果角色，但Zespri的獨(dú)特之處在于將這些角色置于營(yíng)銷活動(dòng)的核心。
KiwiSister商品在日本展出。照片：理查德·雷尼
“最初的想法是在我們的溝通中塑造一個(gè)產(chǎn)品英雄，因?yàn)樗颢J猴桃不是日本消費(fèi)者的日常必需品，就像牛奶、雞蛋等消費(fèi)者去超市時(shí)總是想到的那樣。
“日本新鮮水果的平均日攝入量為93克，遠(yuǎn)低于每日推薦量200克。”
RubyRed KiwiSister的到來(lái)伴隨著Red80的推出，這是一種新品種，已經(jīng)處于商業(yè)前試驗(yàn)階段，可能會(huì)在2025年底商業(yè)化。
它提供了更好的保存質(zhì)量和后期收獲能力，有助于延長(zhǎng)RubyRed的貨架期并擴(kuò)大其市場(chǎng)范圍。
?在恒天然、銀蕨農(nóng)場(chǎng)、荷蘭合作銀行、Zespri、聯(lián)盟集團(tuán)、肉類工業(yè)協(xié)會(huì)、新西蘭羊毛、新西蘭牛肉+羊肉、新西蘭梅里諾、歐盟委員會(huì)和加拉格爾的資助下，雷尼的市場(chǎng)之旅得以實(shí)現(xiàn)。