first_imgAugust 21 , 2018 PRESS RELEASESouth Africa – South Africa’s apple and pear production is down by more than 20% year-on-year as a result of drought conditions which will impact the amount of Tru-Cape fruit available on supermarket shelves.For Tru-Cape Fruit Marketing, the largest exporter of South African apples and pears, into more than 104 countries, this campaign – The Tru-Cape Quest promotion – follows a successful campaign five years ago when hail severely damaged crops and pockmarked fruit. Then, Tru-Cape’s #UglyPretty campaign asked supermarkets and end consumers to look beyond the superficial appeal of the fruit towards the goodness that lay beneath.Marketing Director of Tru-Cape, Conrad Fick explains: “Here too, there is a need brought about by the impact of the severe drought in the Western Cape. As there is a shortage of fruit available in the market we are incentivising our customers to make the extra effort to find Tru-Cape apples and pears even when stocks are more limited than usual.” The Tru-Cape campaign takes place from August 24 to the end of September and incentivises customers to search for the fruit in stores and photograph themselves with the fruit and hash-tag #staytruetotrucape and #trucapequest. “Entrants could win a R10 000 gift voucher or one of two R5000 gift vouchers. One of three iPad Air 2’s with branded covers are also up for grabs. There will  be spot prizes of 100 Tru-Cape Kidz soft toy sets for entrants,” Fick explains.Tru-Cape commissioned interactive agency, Red Cherry to create a new television commercial and digital campaign to raise awareness and with a call to action. “We have used radio to support this campaign as well as limited print advertising but also linked the campaign to our first-of-the-kind game app, Fruit-Full, that educates players about the challenging process of producing, packing and marketing fruit.“A separate competition that will run on Fruit-Full. Entrants stand a chance to win one of five iPad Air 2’s. To enter they need to download Fruit-Full, link it to Facebook and enter the code TruQuest in the game. To double their chances of winning they can enter the barcode of product purchased,” he says.According to Fick, the campaign intrinsics will be entrenched through in-store tastings in 50 supermarkets like Checkers, Food Lover’s Markets and selected Spar stores and grocers. “The store environment is the touch point where we will be able to measure if our efforts to continue our market-leadership position, despite reduced volume and the concomitant risks that of out-of-sight-out-of-mind brings, have succeeded.”Fick ends on a sobering note: “We are incentivising our customers and rewarding them for making the special effort. If the campaign doesn’t translate into sustained sales then the following years’ harvests become at risk – all growers are faced with making economic decisions whether to reinvest and replant or not. The pressures on growers in our current economic and political climate are already so great that growers need all the support we can offer them.”center_img You might also be interested inlast_img read more

first_imgG Adventures and National Geographic Expeditions have launched National Geographic Family Journeys with G Adventures, a new program of 12 trips featuring unique National Geographic experiences for children, and adults, to connect through travel on departures in 2020.The success of the joint National Geographic Journeys led the two travel leaders to look at how they could partner in the family travel market, extending the reach of culturally immersive, small- group adventure holidays to appeal to children aged seven and above, as well as their parents and grandparents.Adrian Piotto, Australia and New Zealand, Managing Director, G Adventures, says the move to cater to the family market is a natural extension of the already successful partnership with National Geographic, a brand synonymous with exploration and education.“This new program of trips is perfect for adventure-loving families looking to discover the world together. The newly-designed itineraries have been developed from scratch to inspire travellers of all ages to uncover each destination’s diverse characteristics, from wildlife and conservation to history and culture, exploration, and photography and storytelling.“All our groups are made up of an international mix of travellers, giving families the opportunity to connect not just with each other, but with their fellow travellers and the local people they meet along the way. As is the case with all G Adventures tours, we encourage interactions with local people, and ensure as much money as possible stays in the communities we visit.”Andrea Robinson, Australia and New Zealand Director, National Geographic Expeditions, says: “National Geographic Expeditions is excited to expand our partnership with G Adventures to include this new line of family trips. Travel is one of the most rewarding and enriching experiences a family can have together and we are thrilled to announce 12 new adventures to our global family of travellers in 2020.”For more information on the new itineraries, sign up HERE.IMAGE: Costa Rica Rincon de la Vieja/© G Adventures Inc.National Geographic Journeys familyG Adventureslast_img read more