Agri Kultuur January / January 2018 - Page 62

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 62