The objective of the campaign was to reinforce Zespri’s brand visibility and position kiwi as the ideal healthy summer snack during the peak holiday season. By launching on the iconic Belgian Coast Tram for the second consecutive year, Zespri aimed to connect with families, tourists and leisure audiences in a relaxed and positive environment. Out-of-Home was chosen for its ability to deliver continuous visibility and repeated exposure throughout the summer, while the Coast Tram provided a unique opportunity to engage consumers at the heart of Belgium’s most popular holiday destination. The strong repeat investment demonstrates Zespri’s confidence in the effectiveness of this premium transit advertising platform.
Full-wrap advertising on the Belgian Coast Tram, one of Belgium’s most iconic and distinctive transit media. Running from 20 May until 8 September 2026, the campaign delivers continuous visibility along the entire Belgian coastline during the busiest tourist season of the year. The striking creative and vibrant brand colours ensure maximum stand-out in the public space. To further reinforce the message, the campaign includes 12 wobblers, 10 window stickers and 6 floor stickers inside the tram, creating multiple consumer touchpoints and enhancing message repetition throughout the passenger journey.
This campaign is a strong example of how transit advertising can combine impact, context and brand experience. The Belgian Coast Tram provides a perfect match between Zespri’s fresh, healthy and summer-oriented brand positioning and an environment associated with leisure, family time and wellbeing. The eye-catching full-wrap creative transforms the tram into a moving brand ambassador, while the integrated interior branding extends engagement beyond the exterior exposure. The campaign’s return for a second consecutive year further highlights the effectiveness of the medium and demonstrates how a strategic long-term OOH presence can build strong brand visibility and consumer connection.
