transport, multiple pack-houses and a
juicing plant.”
Lindsay says that they are extremely grateful
to their user-base who have been open to
adopting the game and who took the time to
engage with Tru-Cape through the Fruit-Full
app. “As far as Brand-Centric gaming goes in
South Africa, there aren’t many courageous
brands willing to test amazing opportunities
around digital engagement through a
mobile app. We are proud to have had the
opportunity to partner with Tru-Cape and
Red Cherry around the conception, design
and development of this game and we look
forward to future opportunities to make it
even more Fruit-Full.”
Fick says that for Tru-Cape this game
amplifies the company’s efforts to grab the
attention of young minds away from junk
food and confectionary brands, all with far
greater marketing spend, towards apples
and pears as a natural product that is a
healthy snack and recommended part of the
daily diet. “We have already had success
with our Tru-Cape Kidz characters Danny
Smith, Topsy Red, Perry Packham etc, the
range of soft toys, collectable miniatures
and the mascots that always cause great
excitement at Tru-Cape events and in-store,
that this game cements our communications
strategy aimed at tomorrow’s apple and
pear purchasers.”
Tru-Cape Managing Director, Roelf Pienaar
says that as a business that used technology
to better manage its processes and which
had among its growers some of the youngest
and most innovative in the country, that
finding a technology solution to continuing
the engagement with the Tru-Cape brand
was something the company could get
behind. “Apart from driving sales which is
fundamental to any business, we especially
liked that this game educated users about
the vagaries of agriculture which we believe
will help consumers better understand that
the factory that produces apples and pears
is without a roof. Despite our best efforts,
nature will always have the final say.”
AgriKultuur |AgriCulture
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