RAPT Creative, recipient of this year’s Financial Mail AdFocus ‘Small Agency of the Year’ Award, has conceived and is delivering Sir Fruit’s ‘Life is Fruitiful’ campaign this December.
In addition to managing public relations and influencer partnerships on behalf of Sir Fruit, RAPT Creative developed all creative assets for the campaign, which includes a competition and activations communicating several product innovations.
The brand’s new ‘Life is Fruitiful’ demonstrates that like the festive Mzansi folk, Sir Fruit has always found ways to zoom in on and complement the moments of joy, no matter the headlines, proving that life’s brighter and juicier side must be indulged. The brightest moments in life are the simplest ones experienced every day.
“The idea of living ‘fruitifully’ really is about encouraging our Afropolitan consumer to thrive, be generous and look at the glass half full,” explained Sir Fruit Innovation and Marketing Manager, Leanne Gale.
“After observing the craziness that was 2022, the brand is on a mission to flow fruitiful goodness across the country which it ‘sir-tainly’ needs as we countdown till the holidays,” she quipped.
As part of the new campaign, Sir Fruit is offering its customers a chance to feel the flavour of a fruitiful life by standing the chance of winning one of several weekly cash prizes or one of three getaways of their choice to the value of R80 000 each. https://sirfruit.com.
To introduce consumers to its new products, it is running activations during December at the Galileo Open Air Cinema, Old Biscuit Mill, Summer Sizzle and V&A Waterfront.
“Sir Fruit understands that Afropolitans live full lives with little time for breaks and through its consistent product innovation, the brand offers the products customers can cherry-pick to suit their taste and needs,” added Gale.
“Our wide range of products are made with the very best ingredients we can get our hands on: from juices and smoothies to shots and cordials that burst with flavour and contain all the richness that benefits our consumer. We look forward to seeing how our fans respond to these,” she said.
Sir Fruit’s innovations include Sir Fruit Health Shots rich in vitamins O, M and G; Sir Fruit Defence Shot with African ginger, Sir Fruit Digest Shot high in antioxidants, and Sir Fruit Glow Shot infused with Verisol B Collagen for smooth, healthy skin.
There are also two new vegan smoothies – the Green Smoothie packed with kiwi, melon, cucumber and spinach and the Peanut Butter Smoothie with added banana and cacao – plus two dessert flavoured Temptation Lite Luxe Smoothies, and a locally-produced-no-artificial-sweeteners-so-incredibly-refreshing range of cordials.
See more at Instagram@SirFruit_, Facebook @welovefruit, and www.sirfruit.com.
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