Zespri Kiwifruit, a New Zealand-based global kiwifruit grower has appointed BPN to lead its media planning and buying activities across the GCC and Levant region.

Under the new mandate, BPN Dubai will initially focus on the launch of the brand in the region whilst also working towards presenting Zespri Kiwi fruit as a sweet, delicious and tropical fruit, through traditional media and online channels.

“The New Zealand brand Zespri is the globally recognised leader in Kiwifruit and delivers consistently high-quality, great-tasting, premium kiwifruit around the world”, says Ben Hughes, regional market manager MEIOA/America’s in a press statement. “Zespri stands for fun, health, great taste and vibrancy. Here in the Middle East, we are aiming to achieve this same brand perception and have identified BPN as the media agency who can reach our consumers through an innovative, research-driven approach”.

Hughes adds, “The decision to appoint BPN was taken within a framework of six weeks. The agency’s proposal was robust and encompassed all of the objectives stated in our brief. We are excited about our collaboration with BPN and are confident that the agency’s local experience and globally proven tools will prove to be vital assets for our brand’s success this season.”

Antonio Boulos, vice-president, BPN MENA adds: “We are delighted to collaborate with Zespri Kiwifruit as this is an exciting mandate for a healthy, great tasting, and refreshing product. At BPN, our business model revolves around using our proprietary and truly unique Shopper Sciences consumer research and related planning tools to help our clients achieve their growth agenda. We do so by influencing the consumer journey using real audience insights, real behavior analysis, and real-time measurement and media placement. A similar approach will be implemented for Zespri and we are confident that this will help us achieve Zespri’s brand objectives in the GCC.”