Launch of dried fruit marketing campaign aimed at active lifestyles

Dried Fruit South Africa is promoting the health and convenience benefits of dried fruit to the country’s runners, hikers, swimmers, walkers and mountain climbers.

It is the first element of a multi-pronged marketing campaign designed to inform and educate outdoor enthusiasts, health-conscious professionals, moms, and school-going children about the benefits of snacking on South African dried fruit such as peaches, pears, apples, raisins, nectarines, prunes and apricots.

“Our research and our own experience as active people is that healthy snacking is, in fact, hard,” says Dried Fruit SA, the alliance which is driving the campaign.

“The message we are spreading is that dried fruit is a dense pack of energy and fibre without artificial ingredients and empty calories. A snack pack or trail mix takes up much less space than other products, is lightweight and has concentrated goodness. It also does not need refrigeration or any special handling,” they add.

Dried Fruit South Africa is an industry collective representing the main growers and producers of dried fruit in the country.

Its objective is to promote the consumption of South African dried fruit. The full campaign will run for eight months.

In the first phase it includes a competition with the grand prize being a well-known brand of GPS watch worth R20 000.

“A GPS watch captures the spirit of adventure and outdoors with experiences powered by dried fruit,” says Dried Fruit SA.