'We need to disrupt ourselves before we’re disrupted': Zespri's marketing lead

KokHwee Ng is somewhat of an accidental marketer. A finance graduate who once dreamed of a career in banking, she stumbled into marketing and never looked back. Now, as Zespri’s Singapore-based general manager of global marketing, she’s driving the brand to new heights, helping it become the number-one ranked fruit brand across 15 global markets, according to Kantar's 2024 Brand Power report.

In 2024, Zespri sold a record-breaking 54 million trays in Greater China, generating $1.4 billion in sales. Yet, competition is fierce. “The opportunity is enormous, but so is the challenge,” Ng says in her interview with Campaign Asia-Pacific, as rivals like Dole and Chiquita ramp up their efforts.

For Zespri, its edge likes in its ability to connect emotionally with consumers. “We need to understand our consumers better than anyone else and tell stories that resonate,” Ng explains. That philosophy has driven campaigns like the globally adored KiwiBrothers, along with product innovations like RubyRed kiwifruit. At the same time, Zespri is doubling down on sustainability, with plans to roll out fully home-compostable fruit labels starting in 2025—an initiative Ng describes as years in the making.

Looking ahead, Ng is keen on tapping AI to better understand consumer needs while staying creative and adaptable. She's clear-eyed about what it takes to win: “We need to disrupt ourselves before we’re disrupted,” she says.

Her advice for future marketers reflects her own approach to the craft: “Don’t just be curious. Be relentlessly curious.”

1. What is your brand's biggest challenge and opportunity this year, and how are you preparing to address both? 

Consumers around the world are increasingly conscious of the impact of their dietary choices on their health and the environment. This heightened focus on health and nutrition definitely presents a significant opportunity for Zespri as a leading global fruit brand. 

We need to continue to strengthen and sharpen Zespri’s equity in health and nutrition, to continue leading in this space. Examples include our commitment to nutrition education programmes through which we have supported the nutrition education of 1.4 million children globally since 2006. This has been a win-win initiative for our communities and business through improving eating habits and generating future demand for our kiwifruit.

We will continue to make healthy eating intuitive and desirable for our consumers with a portfolio of quality and nutritious kiwifruit, including our latest innovation, RubyRed, and creative solutions.
I realise how fortunate I am to be working on a naturally nutritious product that connects the health of consumers with that of our growers and land, and we have been working to meet consumers’ growing expectations around sustainability. This includes reducing our carbon footprint and progressing towards 100% reusable, recyclable or compostable packaging. As part of this, I’m really proud that we will be starting to transition our fruit labels to fully home compostable from 2025, after years of research and collaboration with our supplier partners.

2. What marketing capabilities are you prioritising in 2025, and which areas are getting a cut?

We want to be a brand known for high-quality kiwifruit and our impact on a healthier world. We have been investing in consumer insight and analytics in the last few years. The ability to connect the dots based on this insight and data will be important. The priority in 2025 is to focus our team on the fundamentals of our craft as marketers—creativity rooted in consumer human truth. We need to understand our consumers better than anyone else and translate these into powerful truths. The ability to tell a compelling story that connects with consumers at a deeper level and deliver an engaging omni-channel brand experience, at a time when consumers are value-hacking to cope with an increasingly uncertain macro environment and the rising cost of living, will not only build recognisability but will be a critical differentiator as a premium fruit brand.

KokHwee Ng alongside Zespri's China team during a visit earlier this year.
 

Day out with the French and EU teams.

3. Is generative AI changing your marketing function? Can you share specific examples of its impact on a recent campaign or initiative?

I would say it's still a relatively new area for marketers. While we've seen how AI can boost productivity, we're now exploring its potential to enhance our understanding of consumers. In 2024, we used AI to gain deeper insights into potential consumer demand for kiwifruit by analysing cultural and social-media conversations, and purchase behaviour. This was made possible by AI's ability to collect, aggregate, and analyse vast amounts of data.

4. What emerging technology or trend will have the biggest impact on marketing in APAC over the next two years, and how are you preparing for it?

I believe generative AI will remain a hot topic in the coming years as more brands begin to understand its applications, evolving from productivity enhancements to improving how we understand and engage with consumers in more meaningful ways. This could lead to a more enhanced and personalised brand. Fully personalising and harnessing the potential of generative AI will require efforts and collaboration beyond marketing.

This is where our global marketing centre of excellence in Singapore plays an important role in identifying potential consumer challenges and opportunities where technology and AI can make a difference, as well as working with various cross-functional experts to deliver scalable solutions globally. We mustn't be using generative AI just for technology’s sake, but to leverage AI to meet the needs of our consumers better and improve their experience with our brand.

5. If you could rewind the clock by a year and change one marketing decision, what would you change, and why?

It’s been a really positive year for Zespri after a few challenging ones, so I wouldn't change many of the decisions we've made. If there's one thing I wish we could do more about, it would be introducing more innovative and meaningful initiatives like our 'Healthier Ways' campaign in Australia and The Fruit Pillbox in Singapore and expanding them to more markets to reach more consumers.

These initiatives use simple nudges to make healthy eating more intuitive and fun, encouraging consumers to eat more fruits and vegetables. The Healthier Ways initiative in Australia is a map tool that helps parents avoid junk food exposure during daily commutes with their kids. At the same time, the Fruit Pillbox is a creative packaging solution that reminds consumers to eat a kiwifruit every day of the week, helping them meet the recommended fruit intake levels set by health experts and authorities.

6. CMOs are under increasing pressure to deliver maximum value for every dollar spent. How can agency-client relationships evolve to deliver maximum measurable value in today's volatile market?

I must admit, this is an ongoing challenge. We constantly strive to balance short-term delivery with long-term growth, navigating between the 'known knowns' and the 'known unknowns'. I've observed that successful agency-client partnerships always feature a strong mutual understanding and a shared vision for the brand and the business. A great agency partner enhances efficiency and effectiveness in managing the 'known knowns,' unlocking measurable value, while also pushing us to be innovative and pioneering in opportunities that align with our brand and business ambitions.

This requires a long-term partnership and the right chemistry. In the uncertain environment today, with shifting trends and channel fragmentation, agencies need to be the forerunners of opportunities and ideas to help clients stay ahead of the game. There should be a healthy tension, with clients demanding the best work for the brand and agency partners pushing us to be braver.

7. Talk about a campaign outside your brand that truly inspired you, and what lessons could you apply to your own brand?

One campaign that stands out to me is Pedigree's 'Adoptable' initiative (see case study video below). They used AI to enhance photos of shelter dogs, turning them into high-quality images for Pedigree’s outdoor digital ads. This clever approach promoted local dog adoptions from nearby shelters. First, this campaign speaks to me personally as my husband is passionate about animal welfare, and we volunteer at the local dog shelters. I also appreciate the simplicity and focus of the idea, harnessing AI technology to deliver an engaging and scalable consumer experience. Most importantly, it proves that purpose-driven marketing can support both social causes and commercial goals.

Consumers are increasingly choosing brands that not only offer great products but also have a positive impact on society and the planet. As marketers, our superpower is driving behavioural change, and we touch many lives through our brands. We are in a unique position to improve these lives through positive behavioural change. Therefore, it is crucial for brands to engage in a purpose that matters to our stakeholders, where we can make a genuine, meaningful impact. With a naturally nutritious product that is 100% owned by current and former kiwifruit growers, Zespri is in a unique position to build healthier people, communities, and the environment.

8. Name another brand (can’t be yours) with a fantastic customer experience that you really admire. What element of their approach do you find most compelling?

Fairprice! Like many Singaporeans, I grew up shopping at FairPrice supermarkets. It's been fascinating to see how the brand has continuously innovated and evolved the customer experience. I've admired its transformation towards a seamless omnichannel experience and social media footprint for the digitally savvy consumers, while maintaining accessibility and its role as a local icon through cultural events. 

Waiting to watch a play at Shakespeare's Globe in London.