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案例简介：广告公司 LRXD 本月将发起一场综合运动，向泽斯普里 · 桑戈尔德介绍美国™猕猴桃，一种黄色的水果，比美国消费者熟悉的模糊绿色品种更甜、更有营养。 LRXD 在 2018年2月与几家未披露的机构进行了激烈竞争后，赢得了泽斯普里账户。这将是新西兰品牌在美国的第一个主要广告活动 (和代理)，在全国范围内。 这项运动被称为 “现实生活中的真正小吃”，将利用户外、社交、展示、本地、数字广播、在线视频一个微型网站和促销活动，目标是 25 至 49 岁的女性，她们往往是职业母亲。该微型网站提供了 SunGold 猕猴桃、商店信息、优惠券和抽奖细节的信息优势，以进入 “现实生活” 奖品，如住宿、保姆服务和杂货配送。这项工作将持续到 10月。 “现实生活中的真正零食” 被设计成动态、有趣、自信、谦逊而有趣 -- 与市场上一些竞争对手的产品形成鲜明对比，这些产品在广告中提出了令人难以置信的健康主张。一套简单的六秒钟广告使用运动图形来展示在母亲节吃零食的场合是多么的黄金时刻: 在一个叫做 “小, ”我们听到她的小儿子边吃边会笑。在 “午睡时间” 中，她叹了口气，在她急需的休息时间把勺子挖到了猕猴桃里。 三个短小的真人现场使用幽默来突出家庭小吃时间。在其中一个例子中，一位妈妈在房子里走来走去的时候舀了一口 SunGold 猕猴桃，这一活动被设置为笑声的配乐。摄像机然后向后拉，显示两个小孩抱着她的腿，在她漫游的时候去兜风。在第二个地方，妈妈吹捧 SunGold 猕猴桃的好处，同时切一个，把一半交给一只小手，抓着她的酒杯，举着 “干杯”。 “在另一个例子中，一个坐在高脚椅上的婴儿看起来很困惑，因为妈妈切了一个 SunGold 猕猴桃 -- 然后用他的勺子自己吃了它! Jamie Reedy 解释道: “在食品世界里，这是一个奇怪的时刻，每个品牌似乎都在大喊它的好处，好像它们会让你所有的问题消失。” LRXD 创意总监。“妈妈们处境艰难。他们想对家人做好事，他们在社交媒体上看到的所有 “完美生活” 都让他们感到压力。他们知道完美是不可能实现的，他们正在寻找小而现实的方法来帮助他们的孩子变得坚强和自信 -- 并帮助他们觉得他们做得很好。" 泽斯普里是一个价值 20亿美元的品牌，销售多种猕猴桃。这种水果在世界许多地方是销量最高的，但在美国排名约 20 位，因此该公司看到了很大的增长潜力。
午睡时间
案例简介：Advertising agency LRXD is launching an integrated campaign this month to introduce America to Zespri SunGold™ Kiwifruit, a yellow version of the fruit that’s sweeter and more nutritious than the fuzzy green variety U.S. shoppers are familiar with. LRXD won the Zespri account after a pitch against several undisclosed agencies in February 2018. This will be the New Zealand brand’s first major U.S. advertising effort (and agency) and it will be national in scope. The campaign, which is called “A Real Snack For Real Life,” will utilize outdoor, social, display, native, digital radio, online video, a microsite and promotions to target an audience of women between the ages of 25 and 49 who tend to be working mothers. The microsite offers informational benefits of SunGold Kiwifruit, store info, coupons and details on a sweepstakes to enter “real life” prizes, such as staycations, nanny services and grocery delivery. The work will run through mid-October. “A Real Snack For Real Life” was designed to be dynamic, fun, self-assured, humble and playfully charming—a contrast to some competitor products on the market that make unbelievable health claims in their ads. One set of simple, six-second ads use motion graphics to show how snacking occasions are golden moments in a mom’s day: In one called “Junior,” we hear her baby son’s infectious laugh while she eats. In “Nap Time,” she makes a sigh and digs her spoon into the kiwi during her much-needed break. A trio of short live-action spots uses humor to highlight family snack time. In one, a mom scoops bites of SunGold Kiwifruit while walking around the house, an activity that is set to a soundtrack of giggles. The camera then pulls back to reveal two small kids are hugging her legs and going for a ride as she roams. In a second spot, mom touts the benefits of SunGold Kiwifruit while cutting one, handing half off to a tiny hand, and grabbing her wine glass and toasting “Cheers to easy.” In another, a baby in a highchair looks bewildered as mom cuts a SunGold Kiwifruit—and then uses his spoon to eat it herself! “It’s a weird time in the food world where every brand seems to be shouting about its benefits as if they will make all your problems go away,” explained Jamie Reedy, Creative Director at LRXD. “Moms are in a tough spot. They want to do right by their families, and all the ‘perfect lives’ they see in social media stress them out. They know perfection is unattainable, and they’re looking for small, realistic ways to help their kids grow up strong and confident—and help them feel they’re doing a good job.” Zespri is a $2 billion brand that markets several varieties of kiwifruit. The fruit is the top seller in many parts of the world, but it ranks about 20 in the U.S., so the company sees much potential for growth.
Nap Time
案例简介：广告公司 LRXD 本月将发起一场综合运动，向泽斯普里 · 桑戈尔德介绍美国™猕猴桃，一种黄色的水果，比美国消费者熟悉的模糊绿色品种更甜、更有营养。 LRXD 在 2018年2月与几家未披露的机构进行了激烈竞争后，赢得了泽斯普里账户。这将是新西兰品牌在美国的第一个主要广告活动 (和代理)，在全国范围内。 这项运动被称为 “现实生活中的真正小吃”，将利用户外、社交、展示、本地、数字广播、在线视频一个微型网站和促销活动，目标是 25 至 49 岁的女性，她们往往是职业母亲。该微型网站提供了 SunGold 猕猴桃、商店信息、优惠券和抽奖细节的信息优势，以进入 “现实生活” 奖品，如住宿、保姆服务和杂货配送。这项工作将持续到 10月。 “现实生活中的真正零食” 被设计成动态、有趣、自信、谦逊而有趣 -- 与市场上一些竞争对手的产品形成鲜明对比，这些产品在广告中提出了令人难以置信的健康主张。一套简单的六秒钟广告使用运动图形来展示在母亲节吃零食的场合是多么的黄金时刻: 在一个叫做 “小, ”我们听到她的小儿子边吃边会笑。在 “午睡时间” 中，她叹了口气，在她急需的休息时间把勺子挖到了猕猴桃里。 三个短小的真人现场使用幽默来突出家庭小吃时间。在其中一个例子中，一位妈妈在房子里走来走去的时候舀了一口 SunGold 猕猴桃，这一活动被设置为笑声的配乐。摄像机然后向后拉，显示两个小孩抱着她的腿，在她漫游的时候去兜风。在第二个地方，妈妈吹捧 SunGold 猕猴桃的好处，同时切一个，把一半交给一只小手，抓着她的酒杯，举着 “干杯”。 “在另一个例子中，一个坐在高脚椅上的婴儿看起来很困惑，因为妈妈切了一个 SunGold 猕猴桃 -- 然后用他的勺子自己吃了它! Jamie Reedy 解释道: “在食品世界里，这是一个奇怪的时刻，每个品牌似乎都在大喊它的好处，好像它们会让你所有的问题消失。” LRXD 创意总监。“妈妈们处境艰难。他们想对家人做好事，他们在社交媒体上看到的所有 “完美生活” 都让他们感到压力。他们知道完美是不可能实现的，他们正在寻找小而现实的方法来帮助他们的孩子变得坚强和自信 -- 并帮助他们觉得他们做得很好。" 泽斯普里是一个价值 20亿美元的品牌，销售多种猕猴桃。这种水果在世界许多地方是销量最高的，但在美国排名约 20 位，因此该公司看到了很大的增长潜力。
Nap Time
案例简介：Advertising agency LRXD is launching an integrated campaign this month to introduce America to Zespri SunGold™ Kiwifruit, a yellow version of the fruit that’s sweeter and more nutritious than the fuzzy green variety U.S. shoppers are familiar with. LRXD won the Zespri account after a pitch against several undisclosed agencies in February 2018. This will be the New Zealand brand’s first major U.S. advertising effort (and agency) and it will be national in scope. The campaign, which is called “A Real Snack For Real Life,” will utilize outdoor, social, display, native, digital radio, online video, a microsite and promotions to target an audience of women between the ages of 25 and 49 who tend to be working mothers. The microsite offers informational benefits of SunGold Kiwifruit, store info, coupons and details on a sweepstakes to enter “real life” prizes, such as staycations, nanny services and grocery delivery. The work will run through mid-October. “A Real Snack For Real Life” was designed to be dynamic, fun, self-assured, humble and playfully charming—a contrast to some competitor products on the market that make unbelievable health claims in their ads. One set of simple, six-second ads use motion graphics to show how snacking occasions are golden moments in a mom’s day: In one called “Junior,” we hear her baby son’s infectious laugh while she eats. In “Nap Time,” she makes a sigh and digs her spoon into the kiwi during her much-needed break. A trio of short live-action spots uses humor to highlight family snack time. In one, a mom scoops bites of SunGold Kiwifruit while walking around the house, an activity that is set to a soundtrack of giggles. The camera then pulls back to reveal two small kids are hugging her legs and going for a ride as she roams. In a second spot, mom touts the benefits of SunGold Kiwifruit while cutting one, handing half off to a tiny hand, and grabbing her wine glass and toasting “Cheers to easy.” In another, a baby in a highchair looks bewildered as mom cuts a SunGold Kiwifruit—and then uses his spoon to eat it herself! “It’s a weird time in the food world where every brand seems to be shouting about its benefits as if they will make all your problems go away,” explained Jamie Reedy, Creative Director at LRXD. “Moms are in a tough spot. They want to do right by their families, and all the ‘perfect lives’ they see in social media stress them out. They know perfection is unattainable, and they’re looking for small, realistic ways to help their kids grow up strong and confident—and help them feel they’re doing a good job.” Zespri is a $2 billion brand that markets several varieties of kiwifruit. The fruit is the top seller in many parts of the world, but it ranks about 20 in the U.S., so the company sees much potential for growth.
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