* Tru-Cape Fruit Campaign

Tru-Cape were launched in 2001 to distribute and market the fruit of South Africa's leading deciduous fruit growers. Most of Tru-Cape's fruit is grown in the southern fertile valleys of South Africa, in the Western Cape (around Elgin, Grabouw & Ceres) and in the Southern Cape (in the Langkloof). A mild Mediterranean climate and a variety of micro-climatic and soil conditions make this area ideal for the growing of top grade fruit.

Tru-Cape's watchword is Quality. Only superior produce that meets Tru-Cape's exacting standards is selected. Highly trained quality controllers check and monitor the fruit's freshness, aroma, appearance, taste and juiciness from the orchard to the retail shelf.

The Tru-Cape campaign taps into the current trend to approach life more philosophically. There's a growing awareness that life in the fast lane is not better than life in the slow lane. People are appreciating that life's simple, gentle moments are also its most special moments. It is now a widely held belief that everything from diets and schedules to lifestyles and relationships benefit from being balanced. To balance life is to enrich it. Hence the headline 'Balance Life Better'. 'Takeaways from Nature' is retained from the previous campaign, in the form of an apple - as a quality seal.
* Tru-Cape Fruit TV Ad

The TV commercial is part of a synergistic campaign across all media, which encourages consumers to "Balance life Better". By taking a moment out of your day to enjoy something healthy, delicious and simple, like an apple of pear from Tru-Cape, you will enjoy a more relaxed, less stressed lifestyle and improve your health. The jingle on the commercial emphasises moments that mean something, moments of quality and moments made by nature. The strapline "Perfectly Natural Wonders" is also used on all the marketing material and reminds customers that Tru-Cape apples and pears are wholesome "Takeaways from Nature", as opposed to eating junk food takeaways and unhealthy fast foods. The images are all of healthy, happy adults and children, from the kids at school, a dad and his daughter sharing a moment to a woman working out and a businessman taking a moment out of his busy day to have a bit of light-hearted fun. The fruit looks appetising and delicious. The brand is logically and directly linked to a healthier, happier lifestyle. The commercial is primarily aimed at mothers, who are the main purchasers in the home, but it also appeals to the whole family, who are the influencers when it comes to shopping. It inspires hope hope and a positive attitude.
 

* City of Cape Town 2001 'Save Water' Campaign

Below-average rains in 2000 resulted in dam levels in the Western Cape dropping alarmingly low. To avert disaster, an attention-grabbing, persuasive and highly visible awareness campaign was launched to reduce Cape Town's water consumption by around 10%. For maximum reach and impact across diverse populations, a very wide range of communications and media were used, including daily and community newspapers, radio, billboards, sky ads, taxi ads, in-taxi radio, washroom advertising, forecourt advertising, pamphlets, stickers, soaps, posters, interactive industrial theatre plus a specially designated helpline. Leveraging humour and colloquial idioms, the campaign enjoyed widespread support and an impressive 90% unaided recall. Target savings were exceeded and the campaign won a prestigious Mail & Guardian/Nedbank Green Trust Award for 'its fresh appeal, innovative strategies and general effectiveness'. The judges agreed it set a new benchmark for campaigns commissioned by local authorities.


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