Zespri’s successful brand marketing siblings shift up for one more in Japan and Singapore.
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.”
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.
Zespri’s Kanako Inomata, right, with KiwiBrothers and Dr Teiji Nakamura, Japan Dietetic Association president.
Photo: Richard Rennie
Zespri Tokyo assistant brand development manager Mayuko Mitani was part of the team in Japan that created the KiwiBrothers in 2017. Photo: Richard Rennie
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.
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.
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.
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.
Inomata said the success of the brothers exceeded expectations, aided by their appeal across generations and cultures.
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.
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.
“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.
“The average daily consumption of fresh fruits in Japan is 93g, which is way lower to daily recommended amount of 200g.”
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.
It offers improved keeping quality and later harvesting ability, helping extend RubyRed’s shelf season and extend its market reach.
Zespri Tokyo assistant brand development manager Mayuko Mitani was part of the team in Japan that created the KiwiBrothers in 2017. Photo: Richard Rennie
Designer
Kimiko Sekido, Dentsu + Reiko Hasegawa, Yuki Yamaguchi, Adbrain
Kimiko Sekido, Dentsu + Reiko Hasegawa, Yuki Yamaguchi, Adbrain
Director
Keiji Tajima, Yuichi Kitada, Kimiko Sekido, Maria Kinoshita, Dentsu
Keiji Tajima, Yuichi Kitada, Kimiko Sekido, Maria Kinoshita, Dentsu
Producer
Kanako Inomata, Ryohei Watanabe, Maiko Kurita, Zespri International Japan + Masami Yoshida, Yoko Oishi, Yuji Yokomori, Shiho Yamauchi, Sumina Sugita, Dentsu
Kanako Inomata, Ryohei Watanabe, Maiko Kurita, Zespri International Japan + Masami Yoshida, Yoko Oishi, Yuji Yokomori, Shiho Yamauchi, Sumina Sugita, Dentsu
