Tru-Cape partners with Freshmark for promotional activity in Shoprite and Checkers stores.

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As in-store tastings and face-to-face promotional activity is no longer preferable under Covid-19 avoidance best practice, Tru-Cape Fruit Marketing, the largest exporter of South African apples and pears, more than half of which are sold to the African continent and in South Africa, is finding new ways to engage with consumers and to support supermarkets.

Already an experienced user of social-media platforms, Tru-Cape has successfully grown its Facebook, Twitter and Instagram accounts over the years and more recently, engaged customers on the Tiktok, short-form video platform.

Tru-Cape tasked interactive agency Recode Media to build on the success of its lockdown campaign to continue building awareness and extending customer loyalty, further entrenching and rewarding brand love with the #TruFam hashtag and to continue to build the reach to potential Tru-Cape customers.

Tru-Cape’s Marketing Director, Conrad Fick says that as many multi-generational families have now learned to use technology such as video calls and have become more comfortable with technology than ever before, that the previous age-related limitations of social-media no longer apply.

“We are asking families how they are getting together without increasing their risk of infection. Entrants will need to create a photo or video using Tru-Cape and Freshmark co-branded fruit, as well as Yhu! in the Shoprite market, showing us how they safely bring their families together during post-lockdown with #TruFam,” he says adding “We are dividing content topics into three pillars that all support the Tru-Cape brand: Family with ideas around video calls and at-home picnics to Fun ideas such as crafts and recipes and finally Health by asking people to show us how they exercise or dance to the Tru-Cape theme music.”

According to Fick, qualifying entrants will be randomly chosen for prizes which will include supermarket vouchers. “Followers will be asked to purchase a Tru-Cape product, keep their till slip and post a selfie or video to Facebook of them having fun with their family and Tru-Cape – Considering the impact of Covid-19, Getting Healthy with Tru-Cape and Being Happy with Tru-Cape.

According to Fick, one of the ways the company is also adding value to their supermarket customers is by rewarding competition entrants who have loyalty cards such as the Checkers Xtra Savings card.