Zespri

The objective

Building a brand campaign for the world's largest kiwifruit producer

Zespri is the world’s largest kiwifruit producer, 100% owned by current and former kiwifruit growers. Headquartered in Mount Maunganui, New Zealand, the company has offices across Asia, Europe and the Americas. Zespri's purpose is to help people, communities and the environment thrive through the goodness of kiwifruit.

Zespri's campaign content focuses on health as its core pillar, educating consumers about the nutritional richness of Zespri products. At the same time, the kiwi brand highlights taste and inspiration, showing how to enjoy kiwifruit on its own as a healthy snack or through trendy, convenient recipes.

Zespri Germany has been advertising on TikTok since 2023 for brand-building.

Working with their agency Mindshare, Zespri launched this new campaign with the intention of increasing awareness and reach in the German market.

The solution

A bold approach to content made possible by TopView's 3-second screen takeover

To raise brand awareness, Zespri used a single video asset and leveraged the high-impact TopView ad format. TopView is a video ad shown to users immediately upon opening TikTok. Displayed before any other content, it delivers a high-impact, full-screen, sound-on experience that showcases the brand.

In terms of content, Zespri combined an informative and entertaining narrative with product features and inspirational elements all in one ad. This produced a “one size fits all” creative, to generate interest across multiple audiences.

This was a bold approach, moving away from single-message conventions and instead delivering multiple messaging angles within one video ad.

The campaign was able to take advantage of TopView’s 3-second screen takeover, which offers advertisers like Zespri an opportunity to combat early scrolling, supporting experimentation with new creative approaches.

The campaign targeted a broad audience in Germany to maximise reach and awareness. As only one creative was used to deliver all messaging, there was no need for split testing or audience grouping in this campaign.

The results

Exceptional audience engagement driven by content relevance and a highly impactful ad format

The campaign inspired audience engagement with outstanding results. With a CTR of 2.91%, the campaign outperformed the TikTok average, even exceeding typical TopView expectations and demonstrating the relevance of the content for the target audience.

Using TikTok's TopView format was also highly successful in terms of viewer retention. While TopView guarantees 3 seconds of viewing, the campaign achieved an average watch time of 8.16 seconds per user. This longer viewing duration is a credit to the content, with 366k 6 second views and 207k 15 second views demonstrating an exceptionally high level of user interest in the content combined with an impactful ad format.

Zespri's approach to combine multiple topics within one asset was a bold move, potentially one of the biggest influences for driving the exceptional campaign results and an innovative way to take advantage of the higher retention that TopView's screen takeover can inspire.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.