🎧 Podcast: Rewiring Consumer Habits - How Zespri Turned Kiwi Fruit Into a Daily Ritual 🥝

From The CMO Office Podcast · 38:58

Show by Nikki Taylor

This month in The CMO Office, we're joined by Jiunn Shih, Global Chief Marketing, Innovation, and Sustainability Officer at Zespri International - one of the most beloved (and surprising) brands in the fruit bowl.Jiunn brings a bold, brand-building vision to one of the world's healthiest commodities. But this episode isn't just about kiwi fruit - it's about how you take any product, even one that’s less than 1% of the global fruit market, and elevate it into a global habit.💥 In this episode:* Why Zespri reimagined kiwi fruit packaging to resemble a pill box and boosted sales by 25%* The role of “sensory priming” and how marketers can activate desire through visuals* The creation of the iconic Kiwi Brothers and the power of distinctive brand assets* Drones, influencers, and live shopping - how Zespri scaled innovation from China to the world* Jiunn’s take on brand vs. performance (hint: it’s all about the “and”)* The marketing buzzwords he hates the most (you’ll want to bookmark this 🔖)"I think we have one of the most fun jobs in the world, but as marketers, we also carry responsibility. We have the power to shape cultures, influence how people think, feel and believe…So let's take that responsibility seriously. Let's do marketing for good.”Zespri isn’t just selling fruit. They're reshaping consumer behavior and Jiunn Shih is leading the charge.👉 Don’t miss this episode if you’re ready to think differently about what a brand can be.🎙 Listen here, on YouTube, Spotify, Apple Podcasts, or wherever you get your podcasts all you’ll find these episodes too:🔗 Subscribe to the-cmo-office.com for your weekly dose of content on marketing, measurement, and optimization.Thanks for reading The CMO Office! This post is public so feel free to share it. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.the-cmo-office.com

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