Since childhood, we've been taught the importance of consuming fruits and vegetables daily. The World Food Programme invests billions of dollars annually in health and nutrition education programs while fresh produce brands also play a role in building programs encouraging this habit.

Even in a developed country like Singapore where 93% express desire to eat fruits every day, the reality is that over 50% of them do not.

Recognizing this gap, Zespri, the leading marketer of kiwifruit worldwide, embarked on a mission to delve deeper into the reasons behind this discrepancy. They aimed to go beyond traditional educational methods and develop a disruptive approach—an engaging experience that would prompt Singaporeans to reassess their fruit consumption habits and ultimately integrate fruits into their daily diets.

Consider what remains a consistent part of our daily routine: taking our medications. Why?

Because the dependable pill box, with clear markings for each day of the week, serves as an unwavering reminder.

Now, imagine applying the same principle to kiwifruit packaging—a simple yet effective tool to prompt daily fruit consumption.

Using the philosophy of Nudge Theory and drawing inspiration from the generational time-tested pill box, we developed: The Fruit PillBox.

Modelled after a conventional pill box, The Fruit PillBox contains seven kiwifruits, each nestled within its designated compartment marked for every day of the week from Sunday to Saturday.

This low-tech packaging is designed to be sustainable and inclusive. The packaging material used is paperboard and kraft paper and is printed with vegetable-based inks, making the pack fully recyclable and compostable. This pack also has braille incorporated, making it accessible for the visually impaired.

As stated by Dr Waldie, Professor, School of Psychology, University of Auckland, “Our brains need more subtle, repeated, clear information for any permanent behavioral change to happen, which can form a positive habit.”

Using the philosophy of Nudge Theory and the inspiration of the pill box, we launched The Fruit PillBox. Designed to mimic a typical pill box, The Fruit PillBox comes with seven kiwifruits, in individual compartments marked for every day of the week (Sunday to Saturday), giving people the daily nudge to remember to have their fruits.

The Fruit Pillbox leverages the concept of routine and habit by providing a structured and visually appealing format that literally looks like a pill organizer. Targeted to 25+ Singaporeans, the segmentation of kiwifruit into individual compartments for each day of the week acts as a clear and tangible cue to incorporate fruit consumption into their daily routine.

Modelled after a conventional pill box, The Fruit PillBox contains seven kiwifruits, each nestled within its designated compartment marked for every day of the week from Sunday to Saturday. This innovative design serves as a daily reminder, nudging individuals to ensure they consume their fruits regularly.

This low-tech packaging is designed to be sustainable and inclusive. Printed with natural inks and using packaging material that is recyclable and compostable, this pack also has braille incorporated, making it accessible for the visually impaired.

In partnership with FairPrice, Singapore’s largest supermarket chain, and supported with a social campaign, we launched this new innovative pack in March 2024 in Singapore to help drive behavior change toward their daily fruit consumption.

Packaging Effectiveness: 75% agreed this pack reminded them to eat fruit daily (Source: Post Purchase Quantitative Research | March end | Stickybeak)

Repurchase Intent: 71% would buy this pack again (Source: Post Purchase Quantitative Research | March end | Stickybeak)

Efficient budget: Reached 1.9M (25y+) adults in Singapore in 1 week with a media budget of just US$3700.

Earned Reach: 9.9M earned media reach

PillBox Sales Impact: Double Digit Sales Growth in stores stocking Pill Box when compared to stores having only conventional pack (Source: FairPrice sales data)

The pack sold out in 5 days leading to an unexpected shortage of stock.