NEW ZEALAND - Among the websites on the World Wide Web are those that communicate a brand story while capturing engagement. Take Zespri’s newly redesigned website, for example, which recently won the 2025 Besties Award for Best Website.

"The Zespri team is honored to be recognized as a 2025 Besties Award recipient among other standout brands in the produce industry,” Laura Wood, Brand Manager, told me. “At every consumer touchpoint, we aim to bring our Zespri experience to life—inviting consumers into our world through bold, playfully unexpected storytelling.”

The new Zespri website is a destination for learning more about the brand and its irresistibly healthy kiwifruit, but also a hub for engaging content that entertains and inspires. Laura explained that it plays a critical role in Zespri’s marketing ecosystem, serving as the connective tissue between its activations.

“The launch of our brand characters, The Zespri KiwiBrothers™, has elevated our content over the last two seasons, bringing a fresh approach to our website that sets us apart. These powerful creative assets have helped make our brand more distinctive and engaging across channels,” Laura continued. “Through continuous refinement from SEO and performance updates to content refreshes informed by consumer insights, we ensure our website not only stays relevant but works hard for our brand."

We want to give a special shout-out to our Besties Committee for their time, dedication, and insight. Each year, our team compiles the Besties ballot with nominations across all award categories, and our committee votes to determine the winners.

This year, the committee voted on every category except Snack Storyteller, Retailer of the Year, Best Marketer to Work With, and the Lifetime Achievement Award—four honors selected by our leadership team due to their special significance.

For more exclusive looks at the 2025 Besties Award winners, keep checking back with ANUK.