There will be more retailer-specific promotions in the third year of South Africa’s Beautiful Country, Beautiful Fruit campaign.
Organisers confirmed the UK campaign would continue for a third year, focusing on the advantages of sourcing and eating South African fruit. The Alive with Possibility image will be replaced with the International Marketing Council’s new South Africa logo, while new imagery will also be used.
“Last year we had a more blanket approach,” said Jacques Du Preez, product manager for top fruit and stone fruit at Horgro Services. “This year we will be more focused on retailers’ individual strengths.”
Ambassadors Jasmine Harman and Sophie Michell will continue to back the campaign, which organisers hope will build upon an improved public perception of South Africa following this summer’s World Cup.
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