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PR Campaign

PR Campaign. Press Visits to South Africa. Two press trips are being planned November 2009 – Table Grape February 2010 – Stonefruit & Topfruit Assistance is anticipated from WOSA and South African Tourism for additional visits

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PR Campaign

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  1. PR Campaign

  2. Press Visits to South Africa • Two press trips are being planned • November 2009 – Table Grape • February 2010 – Stonefruit & Topfruit • Assistance is anticipated from WOSA and South African Tourism for additional visits • Trade - and potentially consumer - magazines will be included in this visit, but with a range of activities to suit different audiences at stop-offs eg. chefs and regional restaurants, ethical stories, pack houses

  3. Campaign Launch Event A launch event is being planned at The Dorchester in London on Thursday 14th January 2010 The event will be shared across the 5 campaigns for approx 100 people Retail buyers, importers, journalists and celebrities will be invited One celebrity will speak at the event The bespoke menu will include a 4-course dinner including apples, pears, stone fruit, and grape with a selection of SA wines

  4. Goodie Bags and Gifts • Branded re-useable shopper to include:- • Media pack of the forthcoming campaign • Double sided SA seasonal calendar / world cup wall chart • Stress ball and mouse mat • Latest Autographed Ladysmith CD • Beach ball with 2010 World Cup images

  5. Campaign Website (Mock-up)

  6. Media Gift Boxes • Table Grape (December 2009) • Grape basket, with selected varieties of South African grapes, and press information about varieties, season and provenance of South African grapes • Delivered to key media contacts and celebrity chefs • Stonefruit (February 2010) • Post Christmas – healthy present for your body • Chocolate box style, displaying ‘picked for pleasure’ - varieties of peaches, nectarines and plums, natural sweetness guide, and range of colours • Top Fruit (May 2010) • Sticker with ‘grand draw’ football theme alongside campaign image on front of box

  7. National Media Editorial Competitions • Prizes provided for readers to gain strong editorial features in key newspapers and magazines • Cost-effective means of securing editorial features on South African fruit with a focus on grapes, written by editorial staff of magazine • Possible titles include: • Prima magazine • Woman magazine • Food & Travel magazine • Estimated Audience: 8-10 million

  8. Radio Feature – “Winter Sweetness” • Timing: January/February 2010 • 30 radio stations will carry SA audio feature • Story: “It’s January/February 2010, and many of us are trying to stick to New Year’s resolutions to eat more healthily. However, after the Christmas festivities we’re still craving a little sweetness in our food. Here to tell us how to get the best of both worlds is Sophie Michell, author, chef and presenter of Channel 4’s Cook Yourself Thin.” • Targets shoppers during the day, with messages about the availability of healthy, great tasting grapes and stone fruit from South Africa • Estimated Audience: 500,000+ regional listeners

  9. Video/Internet Feature • Timing: December-February 2010 • 5-minute video on how to get delicious sweetness in your winter cooking, without compromising on health, using healthy, great tasting grapes and stone fruit from South Africa • Featuring Sophie Michell author, chef and presenter of Channel 4’s Cook Yourself Thin • To be used as coverage on food, travel and other websites • Estimated audience: 3 million during campaign period, with ongoing coverage on websites

  10. Restaurant Link – Vivat Bacchus • Vivat Bacchus: South African restaurant in London showcasing South African ingredients • Head Chef Stuart Ferguson to design a Valentine’s Day menu featuring South African pears • Invite key journalists to sample South African cuisine and fruit • Additional restaurant offer donated to consumer titles in return for advertorial, (eg two people dine for the price of one) • Opportunity to feature South African wines and other produce at the same time

  11. South African Mascot • Timing: Appearances from April to August, 2010 • South African apple mascot to appear at at least four family and children’s focused events • Direct contact with consumers and PR coverage potential – press and television • Samples of South African top fruit also distributed at events • Events to include: • Distribution of Media Samples • Mascot Gold Cup, Yorkshire, April/May 2010 • Fruity Friday, May 2010 • Children’s Food Festival, Oxfordshire, July 2010 • Estimated Audience: 50,000+; additional press and other media coverage

  12. ‘Fighting Fit’ Radio Interviews • Timing: May/June • Research Commissions which shows that football supporters miss meals during national tournaments in order to go to pub or eat ‘TV snacks’ while watching the game • Comment from Dr Rob Hicks about how this affects their strength and what would happen if their heroes ate the same diet • Highlight that fruit is no-preparation, full of nutrients and from the home of 2010 world cup – possibly mention the welcome baskets

  13. Charity Link • Timing: May 2010 • Fruity Friday is an annual cancer prevention awareness day, which focuses on the importance of a healthy diet • South African apples and pears distributed at central London station, along with information booklets about the fruit • Estimated Audience: 2,000+ samples direct; plus press coverage

  14. Radio Competitions • Timing: May/June • 50 radio stations to carry SA radio feature • Editorial coverage ranges from single plug; ‘donated by ‘Beautiful Country, Beautiful Fruit for South African apples’; to multiple plugs and full programme around themes of fruit/tourism/World Cup • Prizes of £50 value provided to each to gain editorial plug on radio shows • Prizes to include South African brand and football theme • Wide range of stations, good geographical reach and large audience figures • Estimated Audience: 1 million + listeners (potentially several million)

  15. TV Presenters’ Welcome Basket • A welcome fruit basket for BBC and ITV (main UK channels covering the World Cup) presenters when they arrive in South Africa • Offer to provide daily South African fruit basket for studio • Comment from nutritionist in accompanying information about how fruit helps sports performance

  16. Recipe Development & Photography A repertoire of recipes will be developed across the campaigns Photo shoots will be planned before the start of each season, ready for use across the campaign in 2010 Recipes and photography will be used across across all elements of the campaign; campaign image, retail media, public relations, booklets, advertising, etc

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