In a groundbreaking move aimed at promoting healthier eating habits among children, Zespri Kiwifruit has unveiled its "Healthier Ways" initiative in collaboration with Dentsu Creative. This program seeks to combat the growing influence of fast food prevalent in places like Western Sydney by providing families with accessible tools and healthier snack options.

KokHwee Ng, General Manager of Global Marketing at Zespri, stated, “Western Sydney has a high density of fast food outlets, which makes it crucial for us to enhance children's exposure to nutritious food choices. Our mission is to help children develop healthier eating habits early on. With our new online navigation tool, we’re empowering families to choose a healthier path and even enjoy a delicious SunGold Kiwifruit on the way.”

Recent research commissioned by Zespri indicates that a significant 59% of parents are actively seeking to avoid routes adorned with junk food advertisements. This initiative is designed to support those parents in their quest to steer their children clear of unhealthy dining options.

Moreover, to mark the initiative's launch, Zespri set up a lively pop-up event at Penrith’s Mondo Park, coinciding with the first day back to school in New South Wales. Commuters were treated to a vibrant display of green and gold, complete with QR codes on outdoor advertisements guiding them to healthier routes while promoting the benefits of SunGold Kiwifruit.

Zac Pritchard and V. Wassim Kanaan, Creative Directors at Dentsu, shared their thoughts, “We understand that parents feel pressured by the overwhelming presence of fast food during their commutes. Through this initiative, we provide not only a functional navigation tool but also fun and engaging experiences for children, featuring character mascots to brighten their day and encourage healthy choices.”

This effort showcases a collective ambition across various sectors of the Dentsu business—from creative production to strategic marketing—and embodies Zespri's commitment to health and wellness in the community.

For those looking to explore the Healthier Ways online navigation tool, it is now available on both iOS and Android devices via https://www.zespri.com/en-AU/healthier-ways. The campaign is poised to make waves, helping families choose healthier options while contributing to the wellbeing of future generations.

In an age where convenience often trumps health, Zespri’s initiative shines as a beacon of hope, encouraging families to embark on a Healthier Way, one delicious kiwifruit at a time.