Mexico City, October 2026.

​

A great idea can capture attention, but its ability to deliver results increasingly depends on the strategy behind it, a deep understanding of audiences, the media used to amplify it, and the ability to measure its effectiveness.

​

With this vision in mind, True Digital Media (TDM) will be recognized as a contributing company at the 2026 Effie Awards Latin America for its participation in the campaign “Zespri Kiwi – Vitamin C. Grown, Not Manufactured,” developed for Zespri Kiwi. The campaign will receive an Effie trophy during the awards ceremony on October 29 in Cartagena de Indias, Colombia.

​

Effie Latam has confirmed that the campaign is among the 2026 award-winning cases. Whether it receives Gold, Silver, or Bronze will be revealed during the ceremony.

​

The campaign was developed with SpeakEasy Knowledge Brokers Brasil, True Digital Media, Datacria, Casaas Produções Ltda., and Pikko as contributing companies and ran across Mexico and Brazil.

​

FROM AN INSIGHT TO A 360° STRATEGY

​

The project began with the challenge of increasing awareness and encouraging consumption of yellow kiwifruit. The strategy took its vitamin C content as a starting point to build a creative idea capable of turning a nutritional benefit into a simple and relevant message: incorporating a yellow kiwifruit into the daily diet as a practical way to help meet daily vitamin C needs.

​

The strength of the case came from taking that insight beyond the creative concept and turning it into the foundation of a 360° strategy that integrated consumer understanding, creativity, audiences, media planning, digital activation, data, technology, optimization, and measurement.

​

Creativity served as the connecting force of the campaign, while the media and audience strategy helped bring the idea to the consumers with the highest affinity, across the most relevant touchpoints.

​

This is where True Digital Media played a key role. TDM worked on the digital media and audience strategy to amplify the creative idea, guide media investment toward segments with greater response potential, and connect advertising spend with specific performance indicators.

​

The goal was not simply to generate reach, but to ensure that creativity, strategy, audiences, media, and data worked together as part of a single ecosystem focused on results.

​

WHEN CREATIVITY, MEDIA, AND DATA WORK TOGETHER

​

The Zespri case reflects an evolution in how advertising effectiveness is understood. Media strategy is no longer simply a vehicle for distributing a campaign; it becomes part of how the campaign itself is built.

​

Audience insights help identify the profiles with the greatest affinity; planning defines the most relevant touchpoints; activation brings the idea to market; and measurement makes it possible to understand responses and optimize decisions.

​

Creativity generates the idea, strategy builds the path, media creates the touchpoints, and data enables learning and optimization.

​

In the Zespri case, TDM worked to connect the creative idea with the right audiences in Mexico and Brazil, seeking to increase the relevance of each impression while supporting both commercial objectives and brand awareness.

​

“Campaigns become more effective when we stop thinking about creativity, media, data, and technology as separate disciplines. A great idea needs a strategy capable of bringing it to the right people, at the right moments and in the right contexts. In this case, we worked with a 360° approach in which creativity, consumer understanding, audiences, media, and measurement were all part of the same results-driven process,” said Hugo Ollé, CEO of True Digital Media.

 

EFFECTIVENESS AS A RESULT OF INTEGRATION

​

The recognition from Effie Latam is especially relevant because the awards place effectiveness at the center of the evaluation of marketing and communication strategies.

​

Today, metrics such as reach, impressions, and frequency can be complemented by indicators that help identify how different audiences respond, which segments generate stronger results, and which decisions contribute most effectively to campaign performance.

​

The information generated during campaign execution also makes it possible to adjust and optimize activity in real time, turning measurement into a decision-making tool rather than simply a post-campaign reporting exercise.

​

For TDM, this model represents an evolution from a media approach focused exclusively on buying placements toward a broader vision in which strategy, creativity, audiences, media, data, technology, and measurement are all part of the same integrated process.

​

Zespri’s recognition at the 2026 Effie Awards Latin America reinforces an increasingly important conversation for the industry: advertising effectiveness depends more and more on the ability to integrate disciplines, connect a creative idea with the right audiences, and demonstrate the impact of strategic decisions.

 

The Effie Awards Latin America recognize marketing and communication strategies that demonstrate effectiveness and measurable results across Latin America and the Caribbean. The Zespri campaign has already secured an award in the 2026 edition, with the final metal—Gold, Silver, or Bronze—to be announced on October 29 in Cartagena de Indias.

​

ABOUT TRUE DIGITAL MEDIA

​

True Digital Media is a company specialized in media strategy, performance, creativity, data, and marketing technology. Its model integrates audience intelligence, planning, activation, optimization, and measurement to transform media investment into measurable business results.