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OVERVIEW

The market development campaigns aim to increase awareness and consumption of South African Stone Fruit in both informal and formal markets. The campaigns, which ran from November 2023 to March 2024, targeted fresh produce markets, township education, and trader promotions. An informative retail formal marketing campaign is also introduced to the South African consumer.

LOCAL MARKET

The market development campaigns aim to increase awareness and consumption of South African Stone Fruit in both informal and formal markets. The campaigns, which ran from November 2023 to March 2024, targeted fresh produce markets, township education, and trader promotions.

Objectives for 2024:

– Build relationships with informal traders and educate them on Stone Fruit handling, marketing, and sales.
– Generate awareness of stone fruit in the formal retail market and develop relationships with retail trade.

The campaigns achieved great success, with cooperation from retailers and preliminary feedback suggesting a successful multi-dimensional campaign.

INTERNATIONAL MARKET

The “Beautiful Country, Beautiful Fruit” campaign promotes South African plums, stone fruits, and top fruits in the UK, German, and other international markets. The initiative highlights the unique freshness, quality, and varieties of South African fruit, as well as its ethical and environmental benefits. The campaign includes in-store tastings, online promotions, social media, and advertising

Find an overview of the 2024 UK campaign here:

Further to this, the campaign has expanded into the Middle East, Far East and Indian markets. Find an overview of the international campaign (2024) here: International Market Development _Trade Awareness

Mapping Marketing Campaigns: Local & International

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