Tru-Cape Fruit Marketing is the largest exporter of South African apples and pears and also one of the largest local-market suppliers with more than 60% of its fruit remaining on the African continent and in South Africa.
Each year Tru-Cape operates a number of promotions with key retail customers to drive fresh fruit sales. “Over the years we have had a number of different prizes including technology products such as iPads but we have seen the greatest uptake in entries with our most recent Freshmark promotion offered through Checkers stores and we believe this is because cash prizes are being offered,” says Tru-Cape’s Marketing Director, Conrad Fick.
Fick explains that the multi-fold increase in entries, all of which are linked to product purchases, seems to be the R30, 000 in cash prizes offered in six prizes of R5 000 along with the chance to win the value of their monthly groceries.
Fick explains that the Freshmark campaign is a health-focused campaign. “The objectives for the campaign are to increase brand awareness, brand love, reach and engagement. Imaging, via multi-media agency ReCode, is visually inspiring content to get audiences moving and engaging through Tru-Cape’s social media platforms. The entry mechanism asks audiences to simply share their till slip on social media. The campaign, running until September 18, is being promoted via social media, TV and using influencers. Fick says that the highest engagement comes from a simple entry mechanism and cash prize. “I think this also shows how financially hard-pressed people currently are where cash and groceries rather than iPads hold the greatest appeal,” Fick ends.
