VCCP, whose clients include major brands Direct Line, Just Eat, Cadbury’s, Centrica and Ikea, is turning its attention to the humble kiwifruit after being appointed to develop a new global brand platform for Zespri International, the largest marketer of fruit in the world.
While Zespri’s international headquarters are based in Mount Maunganui, New Zealand, the brand maintains a far-reaching global footprint, working with growers in New Zealand as well as those across Italy, France, Greece, Japan and South Korea and selling in over 50 markets worldwide. It sold a record 248.1 million trays of kiwifruit in the 2025/26 season alone.
The appointment is the next step in the execution of Zespri’s “2035 Strategy”, a long-term plan designed to strengthen industry resilience and unlock future value through a bold ambition to become the world’s healthiest fruit brand.
Zespri is moving to champion nutrition in an increasingly nutrition-depleted world, aligning its brand identity with its status as a provider of one of the world’s most nutrient-dense fruits.
VCCP was appointed following a selection process run by The Observatory and will lead strategy and creative development for Zespri’s new global platform, Grown for Good, with the first integrated campaign launching in Europe this month. The business will be run out of VCCP’s London office.
Grown for Good is designed to build on the success of the previous brand platform, Make Your Healthy Irresistible, developed by VML.
Zespri head of global brand development Nikos Patiniotakis said: “Grown for Good is the creative expression of our 2035 ambition to become the world’s healthiest fruit brand. It’s a platform built to champion nutrition in a world that needs it most, and to drive demand for kiwifruit globally.
“Through a rigorous selection process, VCCP stood out as the partner with the creative bravery and strategic depth to shape the global platform and bring it to life, starting with its launch in Europe.”
VCCP managing director Roly Darby added: “Zespri is a world-class brand with a restless, challenger spirit that matches our own, and we are thrilled to be joining forces. Our mission is to help them cut through the confusion of nutrition and remind consumers that better health doesn’t have to be complicated. We are really excited to help them champion nutrition in our nutrition-depleted world, positioning Zespri as the simple, positive choice, a fruit literally grown for good.”
Related stories
Ikea hires new agency to take on advertising account
Did somebody say VCCP? Agency takes away Just Eat
VCCP nets John Frieda as brand unveils global relaunch
VCCP pools digital experts for global social media unit
Evergreen Garden Care plants integrated brief at VCCP
Be the first to comment on "VCCP nets global kiwifruit brief with ‘creative bravery’"