PERIOD 2021-03 ~ Now

Prain Global launched the “Jam-packed, Mildo Food” campaign with Zespri to encourage a shift away from calorie-focused, quantity-driven eating habits toward a nutrient-dense dietary culture that emphasizes balanced intake of essential nutrients.
Zespri aims to promote healthy eating habits and lifestyles through kiwifruit, helping people make better food choices and pursue healthier lives. However, in Korea, a paradoxical trend has emerged in which both obesity and nutrient deficiency are increasing simultaneously—often described as “Hidden hunger.” Recognizing this issue, Prain Global set the campaign’s core objective as raising awareness of nutrient-dense foods and highlighting the nutritional value of kiwifruit to help address modern dietary imbalances.

To make the concept of nutrient density, which can be unfamiliar to consumers, easier and more intuitive to understand, the campaign introduced the new term “Mildo Food.” This helped establish a clear association—“Zespri kiwifruit = a nutrient-dense fruit”—while presenting “Mildo Food” as a new healthy food category, strengthening Zespri’s differentiated brand positioning and wellness leadership.

To reinforce credibility, the campaign actively engaged expert networks, including the Korean Nutrition Society and influential medical professionals. A media conference was held to generate early attention from both media and consumers. In addition, promotional activities leveraging both traditional media and new media were implemented to promote consumer participation events centered around the “Jam-packed, Mildo Food” campaign song and music video.
Over the six-month campaign period, approximately 370 pieces of Mildo Food-related content were generated across media and social platforms, resulting in 34.95 million impressions and KRW 1.92 billion in earned media value. The campaign successfully positioned “Mildo Food” as a new wellness trend following the “superfood” concept.
In recognition of these achievements, Prain Global and Zespri received the Grand Prize in the Consumer Goods category at the 2025 Korea PR Awards.

Prain Global will continue to develop strategic communications that help Zespri Korea effectively deliver the value of healthy food culture and wellness.