The countdown to the new 'Fruit from South Africa' campaign in Germany is on, with the promotional drive's organisers looking to repeat the success of 2009/10 when it begins in mid-December.
The campaign, which runs through until June 2011, will kick off with the promotion of South African apricots, followed by plums and then pears.
A variety of interlinking activities will include product tastings and point-of-sale educational elements at retail partners including Edeka, Kaufland, Metro, Globus, Dohle/Hit and new partners Coop and Rewe Dortmund.
'We want to highlight each product in a much more specifically targeted way,' said Udo Böhr of campaign supervisor Böhr & Roos. 'The advertising value is also increased by a total of 6m product-specific in-pack leaflets, and, of course, via fruit counters matched to respective products, roll-ups and flyers.'
Key elements of the new campaign include the 'It's possible' logo of the South African government, which helps finance the campaign along with topfruit and stonefruit producers in South Africa as well as the National Fresh Produce Exporters Forum, and the message of fruit being 'as unique and diverse as the country'.
In addition to retail activities, the campaign will this year feature new elements in the form of a business platform at Fruit Logistica 2011, as well as a February press trip to visit pear-producing regions of the country.
According to the campaign's organisers, its goal is to make consumers aware of South Africa as the origin of the fruit, but also as an exciting tourist destination.
