Marketing Campaigns

In 2010 the South African Deciduous Fruit Industry launched its first cross category promotional campaign, following the successful pilot of plums in 2009, which included apples, pears, plums, apricots, peaches and nectarines. These campaigns were conducted in the UK, Germany, Belgium and the Netherlands.  A similar branding campaign took place in Japan and UK for grapefruit in 2010.  The Department of Trade and Industry has been a vital partner of this campaign over the last two seasons (2008/2009 & 2009/2010) and critical to the success and long term sustainability of these campaigns.

The primary aim of these campaigns is to grow and support the sales of South African fruit by:

• Creating awareness and differentiation of South African products amongst consumers.
• Adding value to SA products through additional knowledge about the product and information about SA as a destination.
• Developing a trust relationship with consumers by communicating key messages about production practices, ethical trading and food safety.
• Protecting and securing more retailer shelf space for our products.
• Positioning SA fruit as the preferred choice for both the trade and consumers alike.
• Strengthening international retailer relationships with South Africa.
• Securing SA branding, on pack, at point of sale and in the media so that the values and unique selling points of SA fruit can be easily identified at the point of sale.