As part of their first ever consumer PR campaign, South African Golden Delicious Apples now boast a brand new consumer website aimed at educating and inspiring consumers.
The website, www.goldendelicious.info, includes an array of health information designed to encourage consumers to increase consumption of South African Goldens, being marketed as the sweetest Goldens you can buy, and features delicious and nutritious recipes to inspire them to try new usage ideas.
The website boasts a contemporary, fresh design that is easy to navigate ensuring that both existing consumers of South African Goldens as well as new, younger consumers are catered for. There are separate pages aimed at the health conscious, slimmers and kids as well as 20 new and delicious recipes.
The campaign, part of a five year strategy to raise the profile and desirability of the variety during the South African supply season (April to September), is funded by a voluntary levy from growers who export both through Capespan and other exporters, and has the objective of securing £1 million of coverage in the first year.
The South African Goldens campaign makes a virtue of the sweetness of the apples from the Southern Hemisphere, the quality of the fruit and the fact that they arrive in Britain ‘fresh from the South African sun’. In addition, the eating and health benefits that go with choosing South African Goldens from the late spring and throughout the British summer will be highlighted.
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