TopFruit
Intellectual Property & Marketing
We recognise the fundamental value in the intellectual property of varieties and strive to assist with the protection thereof. The focus is on discovering and unlocking the potential of any products managed by us.
Intellectual Property
& Marketing
We recognise the fundamental value in the intellectual property of varieties and strive to assist with the protection thereof. The focus is on discovering and unlocking the potential of any products managed by us.
Our Marketing Department is responsible for the strategic planning and implementation of all promotion and marketing activities in the South African and African markets. This includes :
- Development and briefing of all new and existing brand’s marketing material to include logos, presentation packs, launch strategies, brand manuals and target markets.
- In-store Promotions and marketing material
- Full media campaigns including: TV, print, digital and social media platforms
- Social media content management
- Website design, development and content management
- Event planning and management
- Communication and strategic planning with retailers
- Public Relations management
The passionate and professional approach of each of our business units, together with our Marketing Department, ensures that all varieties and brands reach their full potential. This can be seen in our biggest success story to date, Pink Lady® apples
We have successfully launched Pink Lady® apples into the South African market through unique promotions that are tailored specifically for the market. Following on from this success, we launched Pink Lady® into the rest of Africa and Mauritius and Reunion Islands.
Branding and building brand awareness goes far beyond simply selling the product. It is a marketing initiative which promotes the personality and identity of the brand as well as the product attributes of appearance, taste and health benefits. The sharing of consumer information about the product for example the nutritional value, recipes for use and consumer competitions are just as important. In addition to this there are people and communities behind the brand that publicise the story of the branded product in the media, through print and digital media as well as social media. These include the origin of the brand as well as the sustainable farming practises and corporate social responsibility activities endorsed by the brand.
Through targeted campaigns and unique promotions, Pink Lady® has established itself as more than just an apple. Eye catching signage, flyers and tasting tables in stores are developed to bring the apple’s personality to life.
All strategies are communicated with breeders, growers and retailers alike to ensure the co-operation of all parties before each season begins. Through unique relationships with the media in South Africa, we have secured a number of incredible campaigns for Pink Lady® including a number of TV campaigns.
This is one lady that will continue to grow in the global market place.
TopFruit
Marketing Video
Commercialised Varieties
& Brands
