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Championing the trend towards authenticity in advertising, Tru-Cape chose to use growers who participated in the Cape Epic Mountain Bike Race in a series of ‘infomercials’ using the race through the fertile Tru-Cape valleys to highlight some of the intrinsic benefits of where their fruit is grown.

Featuring Ceres-based fruit grower Calla Du Toit as anchor, who is also featured in Tru-Cape’s brand commercials, and second-generation Tru-Cape grower brothers Sakkie and Hannes Hannekom, 50 spots, some 110 seconds while others of just 10 seconds, were flighted on etv during May and June.

Tru-Cape’s advertising director Roger Neale-May says as the Epic race traversed seven Tru-Cape farms it was the perfect opportunity to showcase Tru-Cape country to illustrate to consumers why Tru-Cape produces apples and pears are of superior quality in taste and appearance . “When people see the beautiful conditions in which the fruit is grown and meet the people who grow it, it is easy to understand how Tru-Cape apples and pears become Perfectly Natural Wonders,” he says.

Did you see our Epic Moments programme? Let us know what stood out for you and we’ll send one lucky viewer our Too Good To Be True recipe book and Tru-Cape’s table-top apple peeler. Email Brian@BrianBerkman.com before 5pm on June 30, 2011 to enter with the words “Epic Moments giveaway” in the subject line. Remember to please include your contact phone number so we can call you to congratulate you on Friday, July 1.