Teaching food security while increasing sales of apples and pears.

To better drive fresh fruit consumption among children, Tru-Cape Fruit Marketing, the largest exporter of South African apples and pears into over 104 countries, has a multi-pronged approach to marketing that includes a range of cuddly soft toys, support of family-orientated events with the Tru-Cape Kidz mascots, a range of collectable Tru-Cape Kidz figurines and now an educational smart-phone application game that challenges young minds to better understand the complexities and factors in maintaining food security.

Currently underway, until October 8, is an in-store competition with participating Checkers and Checkers Hyper outlets where, with the purchase of two Tru-Cape apple and pear bags, instructions how to enter are printed on the till slip.

Prizes include one of 500 sets of Tru-Cape Kidz soft toys or one of 10 R5000 shopping vouchers to use at Checkers stores.

Tru-Cape Marketing Director Conrad Fick says that this promotion with Checkers succeeds in increasing sales of fresh fruit which is the company’s goal but also builds an association with the Fruit-Full concept which lays the foundation for a marketing campaign in support of the Sim-style game, FruitFull now available free of charge from Android and iTunes shops online.

“Rather than to go for the pester-power approach, Tru-Cape is investing in marketing tools that are also educational to develop healthy-eating habits and Tru-Cape brand loyalty among the next generation of shoppers.” he ends.