PERIOD 2021-03 ~ Present

Prain Global has been the digital PR partner for premium kiwifruit brand Zespri since 2021.

In our first year, we organically integrated the “Sinaricious” campaign, which generated sensational reactions, with social media marketing that featured an emotional tone and manner and Zespri’s character-driven content. As kiwifruit is a familiar part of everyday life, we focused on collaborating with influencers across health, fitness, and parenting to share Zespri’s healthy lifestyle stories with a wider audience.

In particular, two episodes of “Sinaricious” YouTube content released in April 2021 attracted 110,000 and 70,000 views, respectively, through organic reach alone. The official campaign video also recorded 4.6 million views and continued to attract attention, with viewers leaving comments even two years after its release. The campaign was also featured in “Careet,” a magazine popular among Generation MZ, as a good example of character marketing that encourages younger audiences to actively seek out advertisements (https://www.careet.net/393).

We will continue our strategic digital PR efforts with the hope that one day, people will instinctively say “Sinaricious” instead of “Sinanda” (meaning “exciting” in Korean).