Nutrition Flight Revolution: Zespri's Quick-Charge

Chinese urban professionals may have access to the world's most advanced food delivery ecosystem but 67% are failing to eat enough fruit.

Apps such as Meituan (a major Chinese food delivery platform) prioritise speed and convenience meaning that fruit, as a category, is often an invisible option. Of the 56,000 food deliveries made every minute, only 26% include fruit.

That may not be an issue for the 90% of white-collar workers who view healthy eating as a burden but it’s a big challenge for premium kiwifruit brand Zespri.

Zespri identified an opportunity to position its nutrient-rich kiwifruit as a "nutrition fast-charge" solution for China’s 200m urban professionals.

We teamed up with Meituan to launch China's first drone delivery service, delivering kiwifruit nutrition packs to office workers in Shanghai and Shenzhen during peak mealtimes.

The drones visually embodied the campaign's message of "Natural Nutrition, Quick Charge in One Bite", creating buzz as flying billboards for the brand.

We also worked with Meituan’s advanced analytics to identify and target core audiences at optimal times near key merchants, ensuring precise campaign messaging across the platform. In six cities merchants also launched offline pop-ups to provide hands-on fast nutrition replenishment.

To spread the message further, influencers, interactive quizzes and targeted search reinforced Zespri's presence across multiple touchpoints.

Zespri's UBA (Unaided Brand Awareness) reached a record 64 (up six points year on year), while brand keyword searches surged by 2,124%, significantly boosting awareness.

The campaign generated 355m impressions and 3.8m million engagements, with 14,337 pieces of user-generated content posted on platforms such as RED and Douyin.

Our drone delivery and pop-ups were featured in 85 press outlets while 45.6% of surveyed consumers agreed that Zespri kiwifruit "gives me an energy boost".

The campaign directly led to 164,000 delivery orders, contributing to a 47.6% growth in Meituan GMV (Gross Merchandise Volume) year on year as well as a 30% increase in sales across key merchant distributors.