Summerfruit NZ’s new promotional campaign has highlighted that not all Kiwis can get to the beach at Christmas.
“We wanted to show that sweet and tasty cherries, nectarines, peaches, apricots and plums can provide people working through or with family commitments with a taste of summer, even if they are not at a holiday spot,” said Summerfruit NZ Chief Executive, Dean Smith.
“We felt that promoting our fruit in the traditional Kiwi Christmas way did not speak to those unable to get away, like essential workers. But that fresh and tasty summerfruit offered these people a taste of summer when they get a moment to take a break.”
Summerfruit NZ has partnered with FizzyPop, a Hawke’s Bay-based agency, for this campaign. The campaign includes five 15-second ads highlighting how summerfruit has allowed everyone to enjoy summer, no matter where they are.
“Summerfruit is not just delicious; it epitomises the spirit of a Kiwi summer,” said FizzyPop Director Tom Young.
“Imagine the taste of a sun-ripened peach or the first fresh cherry on a sweltering Christmas Day. That's the essence we wanted to bottle in our visuals. We wanted to remind everyone that even if they were tied to their desk or on-shift through the holiday season, they could still savour a slice of summer bliss.”
FizzyPop Art Director Kristen Curran added that they loved working with Summerfruit NZ.
“It was a perfect fit for our expertise in the agricultural sector. We understand the hard work that growers put in, so we wanted to make sure that the finished executions really captured how juicy and delicious the fruit is. Thanks to our friends at the production agency Indelible, we feel we’ve achieved stunning results,” said Curran.
Fresh New Zealand-grown summerfruit is in the shops now. The season runs well into February next year, offering consumers great value fruit that tastes amazing as a snack, in salads, as a healthy dessert, in baking, or preserved in the traditional Kiwi way.
Summerfruit NZ is an industry good body representing more than 240 growers of apricots, cherries, nectarines, peaches, and plums.
