Fruitree Namibia Share Our Adspace
Category: Channel | Integrated Campaigns Award Level: BRONZE Brand: Pioneer Foods / Fruitree Namibia Entrant Company: 3Verse, Cape Town, South Africa Background
Fruitree was struggling to differentiate and maintain its category leadership in Namibia as increasingly cash-strapped families shop based purely on price. Creative Idea
The fruit juice that’s Forever Giving gave its own advertising space to small businesses – for free. For over 50 years, Fruitree has always been about sharing. In this spirit of generosity, we offered to share our billboard, radio and digital advertising space with small, local businesses – free of charge. sharing a little more love in a tough economy. Strategy
Targetting small local businesses across Namibia, we offered to share our advertising space with them - giving them free publicity. Execution
We shared our billboard space, our radio airtime and our in-store posters with small local businesses in Namibia. Results
Double-digit, year-on-year declines were reversed almost overnight, resulting in 20% volume growth. Creating an unprecedented growth curve for Fruitree Namibia.