It has to feel great to beat six other agencies to a significant piece of new business and Loud is getting to experience that at the end of the Zespri South East Asia pitch. 

The pitch process included strategy and creative submissions from seven independent and global agencies across Australia, Singapore, Indonesia and Malaysia.

Zespri International Limited is the world’s largest marketer of kiwifruit, selling kiwifruit into more than 53 countries and managing 30 percent of the global volume.

On the back of Zespri’s successful South East Asian growth, the company is now supporting the brand with a new campaign for the region.

What was Loud’s edge? The agency demonstrated a clear understanding of the insights that drive each market and created a universal strategy and creative platform to deliver long-term growth for the company.

“Zespri is a dynamic and exciting organisation with an outstanding product. They’re brilliantly positioned for growth and we’re thrilled to be the communications partner that will help them build success,” stated Lorraine Jokovic chief executive officer of Loud.

Gerry Cyron, head of planning and innovation at Loud, added, “We were tasked to develop an emotive, creative platform that was stretchy enough to communicate different messages strongly and on brand in different media channels to a culturally diverse audience in different markets who have different degrees of maturity over a long period of time. Only slightly challenging!”

“They have been able to take a complex marketing challenge and build a creative approach that has wide market appeal. We’re excited to be working with them,” noted Judy Lee, Zespri’s regional marketing manager, Southeast Asia & Australia.

LOUD will develop television, print, and POS based on their winning strategy, with a launch set down for May.