Dried Fruit South Africa’s marketing campaign is aimed at those with active lifestyles. It is the first element of a multi-pronged marketing campaign designed to inform and educate outdoor enthusiasts, health-conscious professionals, moms, and school-going children about the benefits of snacking on South African dried fruit such as peaches, pears, apples, raisins, nectarines, prunes and apricots.
‘Our research and our own experience as active people is that healthy snacking is, in fact, hard,’ said Dried Fruit South Africa, the alliance which is driving the campaign. ‘The message we are spreading is that dried fruit is a dense pack of energy and fibre without artificial ingredients and empty calories.’
‘A snack pack or trail mix takes up much less space than other products, is lightweight and has concentrated goodness. It also does not need refrigeration or any special handling,’ they added.
Dried Fruit South Africa is an industry collective representing the main growers and producers of dried fruit in the country. Its objective is to promote the consumption of South African dried fruit. The full campaign will run for eight months. In the first phase, it includes a competition with the grand prize being a well-known brand of GPS watch worth R20,000.
‘A GPS watch captures the spirit of adventure and outdoors with experiences powered by dried fruit,’ says Dried Fruit SA.
DRIED FRUIT SA
https://driedfruitsa.co.za
