Animation brings the journey of the apple to life
Recode Media, the agency of record of Tru-Cape Fruit Marketing, has created a new television commercial for South Africa’s largest exporter of apples and pears using three-dimensional animation.
Rochelle Hendry, Recode Creative Director and someone who has worked on the Tru-Cape account for many years before Recode when Red Cherry Marketing handled the business, says the objectives were to promote Tru-Cape apples and pears as a healthy snack alternative for the whole family, to educate the consumer about the journey of the apple from the orchard into the bag on the supermarket shelf, as well as creating a fun, happy environment around apples and pears. “There were two versions of the TVC, one for apples and one for pears,” she says adding that Recode also filmed additional footage at Tru-Cape’s owners’ packhouse facilities at Ceres Fruit Growers and in Grabouw, at Two-a-Day. Some footage was filmed at Recode’s Johannesburg studio.
Tru-Cape Fruit Marketing’s Marketing Director, Conrad Fick says that the idea of following the apple in its journey was a long time in coming. “We first considered putting a camera into an apple-shaped case in the hope that it would film the journey through the sorting and packing line but when the potential risks to machinery were considered animation proved a much easier solution,” Fick says.
The commercials also fit with Tru-Cape’s game apps, Fruit-Full and Tru-Sort, possibly a global first for a fresh-fruit brand to have a game app that educates the consumer about the factors involved from farm to table. “The animated look and feel in the games now also translates into the commercial,” he says. Tru-Cape also has a number of brand extensions in the form of mascot outfits that give personality to the apple and pear varieties as well as a range of soft toys in the same vein.
“We are delighted with this new campaign and love the use of humour with the periscope the apple uses when passing through the water-flume sorting line,” Fick ends.
Tru-Cape also turned to poplar South African band, Sunset Sweatshop, to record its song, Takeaways From Nature, used as a jingle in the commercial and available to download on all music platforms.