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RSA FORMAL AND INFORMAL STONEFRUIT MARKETS

INFORMAL MARKET

Hortgro has identified and developed a vital sector of the Stone-fruit supply chain in South Africa. Through promotion and education of informal traders in the South African market, a large marketing channel has been developed and grown to ensure peaches, nectarines and plums are available to all South-Africans.  

CAMPAIGN ELEMENTS
  • Market Promotions with Agents Township
  • Peach & Nectarine promotions Tshwane & Johannesburg market
  • Educational  Promotions with Informal Traders
  • Trader Communication
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Social Media Objectives

This season, our marketing focus is on improving content with Instagram Reels, showcasing styled photography of new recipes and assets we own. We aim to meet audience requests for festive, drink, dessert, and no-bake/freeze recipes, shifting away from weight loss messaging to promote guilt-free indulgence with healthy stone fruit treats. New recipes will be commissioned in various formats for cross-posting on platforms like Facebook and Instagram. We also plan to grow our Instagram following through giveaways, paid ads with influencers, and creating look-alike audiences. Additionally, we’ll collaborate more closely with the PR team to share influencer drops, recipes, events, and online magazine features.

FORMAL MARKET
Consumer Quality

The formal local market campaign aims to boost awareness and consumption of stone fruits—plums, peaches, and nectarines. Its goals include announcing the season, generating excitement, attracting new buyers, educating on health benefits, increasing visibility in stores, promoting culinary uses, and ensuring optimal flavor enjoyment.

Targeting a wide South African audience, the primary focus is on men and women (LSM 7-10) with families doing the grocery shopping, while the secondary audience includes young couples, students, and young families.

Key campaign elements include trade support, an Expresso feature, chef endorsements, a PR drive, and strong social media engagement.

Public Relations Objectives

The 6-month PR campaign for Juicy Delicious will focus on raising awareness of stone fruit and how to include it in daily meals through media coverage, product drops, and influencer partnerships. The goal is to create engaging, trend-driven content that educates consumers and generates media buzz. The campaign will boost the Juicy Delicious brand by letting media and influencers experience stone fruit, both fresh and in recipes. It will collaborate with current influencers while adding new ones to reach diverse groups, including millennials, mothers, and foodies. The campaign will target print, broadcast, and digital media for maximum coverage.

Stone Fruit Recipes
TV Highlights

The Stone Fruit campaign successfully raised awareness by telling the story of stone fruit, highlighting its different cultivars, harvesting process, and production journey. Stunning visuals of blooming orchards, ripe fruit, and farmers at work showcased the beauty of the season. The campaign was both educational and enjoyable, featuring insights on stone fruit from tree to table, along with two delicious recipes created by Jenny Morris.

Digital Highlights

The Stone Fruit campaign successfully raised awareness by telling the story of stone fruit, highlighting its different cultivars, harvesting process, and production journey. Stunning visuals of blooming orchards, ripe fruit, and farmers at work showcased the beauty of the season. The campaign was both educational and enjoyable, featuring insights on stone fruit from tree to table, along with two delicious recipes created by Jenny Morris.

The taste of Summer Fruit Bowl

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