A purpose-led design for Zespri Kiwifruit / Speakeasy Knowledge Brokers
CHALLENGE
The World Health Organization (WHO) recommends 5 servings of fruits daily, yet 87% of people globally don’t meet even one. For Zespri, the world’s leading kiwifruit marketer, the challenge was clear:
How do we inspire people to start with just one fruit a day?
IDEA
We were inspired by the pillbox, a daily habit tool already embedded in our lives, and created The Fruit PillBox.
🥝 7 kiwifruits in individual compartments, one for each day of the week.
🥝 A simple, sustainable nudge to build a healthy habit.
🥝 Accessible design with recyclable packaging and braille for inclusivity.
EXECUTION
Launched in Singapore with FairPrice, the Fruit PillBox was backed by a focused social campaign targeting busy adults ready for small, healthy changes.
RESULTS
🥝 75% agreed it reminded them to eat fruit daily.
🥝 71% repurchase intent.
🥝 Double-digit sales growth in participating stores.
🥝 9.9M earned reach, and the product sold out in 5 days.
NEXT?
The success in Singapore is just the beginning. Zespri is now expanding the Fruit PillBox to global markets, helping tackle WHO’s goals one kiwi—and one day—at a time.
