AGRICULTURAL NEWS - Tru-Cape Fruit Marketing, the marketer of South African apples and pears, and supplier of Abate Fetel pears, is investing in a varietal-specific promotion to drive consumer awareness of Abate Fetel and sales at retail level in April 2016.
With television spots on DStv, ETV, SABC 1, 2 and 3 in two bursts, its television commercial will have a sting encouraging engagement via SMS, which, in turn, drives the competition mechanics.
Tru-Cape’s marketing director, Conrad Fick, explained: We’re delivering our Takeaways from Nature message to consumers to increase foot traffic into stores with a text message that dovetails with the in-store tastings in 34 outlets around the country and using Facebook for this promotion as an engagement tool.
A challenge for Tru-Cape, which sells Abate Fetel into selected grocers, is to tailor-make a promotional campaign that will be relevant not only for the stores’ target markets, but also to avoid consumer confusion around the promotion.
A challenge for Tru-Cape, which sells Abate Fetel into selected grocers, is to tailor-make a promotional campaign that will be relevant not only for the stores’ target markets, but also to avoid consumer confusion around the promotion.
Take a selfie
“We’re inviting Tru-Cape customers to visit one of the 34 participating outlets, the details of which are on the Tru-Cape.com site, and to take a selfie at the tasting station and hashtag #AbateFetel, #storename.
“We’re inviting Tru-Cape customers to visit one of the 34 participating outlets, the details of which are on the Tru-Cape.com site, and to take a selfie at the tasting station and hashtag #AbateFetel, #storename.
To enter, they must upload the picture onto the Tru-Cape Facebook page and #TruSnack. One winner, chosen at random, will be an iPad Air 2 with a Tru-Cape branded cover, richer,” Fick explained.
