Tru-Cape expands app with Granny’s Bakery game.
For the largest exporter of South African apples and pears, Tru-Cape Fruit Marketing, innovation is never far from their minds. From a business perspective, the company, now in its 20th year, continues to retool and refine, making it leaner and more efficient so that it returns the maximum value to its grower shareholders. It also continues to drive demand from a brand-awareness campaign that punches above its weight-class in terms of bang for advertising and PR spend. Part of this strategy has included a first-of-its-kind branded app game, based on popular FarmVille-type games to engage and educate users about the vagaries of apple and pear agriculture, packing and marketing.
In October Tru-Cape further expanded its Fruit-Full game with the launch of Granny’s Bakery. Marketing Director, Conrad Fick, explains: “There was a 30-day social media campaign on Facebook, Instagram, TikTok and Twitter to launch Granny’s Bakery in Fruit-Full and to drive downloads, playtime and increase engagement as well as reach. Granny’s Bakery is a stand-alone store within the game that needs ingredients. We have partnered with out customer Food Lover’s Market to brand the virtual store and in the real world too. The virtual store stocks all other elements for players to bake their goods such as eggs, flour, dough, cookies etc,” he says. Fick explains that there were QR-code wobblers in Food Lover’s stores for ease of game download.
Interactive experts BIGBrave developed the game for Tru-Cape. “Tru-Cape and BIGBrave partnered to create a mobile game aimed at educating consumers about the process from planting to the in-store purchase of apples and pears, in a fun and engaging manner,” says Fick.
Tru-Cape’s Fick continues: “We were looking to explore new marketing channels to communicate Tru-Cape’s brand intrinsics to the end user, as well as to keep Tru-Cape top of mind when consumers purchase apples and pears. This mobile game has educated users about these facts as well as created awareness around the challenges and complications involved in producing quality fruit,” he says adding that as Tru-Cape strives to only deliver high-quality fruit and that safe, efficient procedures are followed, in strict compliance with international health and environment protocols, such as GlobalG.A.P.
Tru-Cape says there are prizes valued at R30, 000 in the lucky draw competition with Food Lover’s Market. To enter download Fruit-Full from the Apple App Store or Google Play and purchase Tru-Cape apples or pears from Food Lover’s Market while retaining and sharing the till slip. The competition ends on November 8. Download games at Apple App Store and Google Play stores.