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In Detail
Pears have been quietly slipping down the shopping list for years — out-bought by apples, out-hyped by berries, and dogged by a reputation for being rock-hard one day and mushy the next. PIQA® Red is the New Zealand-grown answer to that problem.
Developed over more than a decade and grown by a group of New Zealand orchardists, PIQA® Red is a premium red pear that stays crisp, is always ready to eat, and carries a surprisingly tropical flavour. The 2026 season was its first fully aligned campaign in New Zealand under the PIQA® name, and Prevar brought Payper in to introduce it to Kiwi shoppers.
We built a media strategy spanning three audiences — trade, lifestyle and mainstream consumer — and paired earned media with an influencer gifting campaign, sending PIQA® Red boxes to creators across food, health and family.
The coverage reflected that spread. Seven Sharp ran a feature to its primetime audience, RNZ's Fruit and Vege Report picked it up twice, and Ryan Bridge gave it a run in a winter-produce segment. Print titles including NZ Woman's Weekly, House of Wellness and NZ House & Garden all featured the pear, while Supermarket News framed it as the country's next cult fruit.
In total, the campaign landed 12 stories and reached an estimated 1.9 million New Zealanders — a strong first showing for a pear most people had never heard of, and plenty to build on heading into 2027.
