Tru-Cape Fruit Marketing recently ran a Food Lover’s Market campaign, pushing people into store to purchase Tru-Cape apples and pears. Red Cherry was briefed to put together the digital campaign and were asked to suggest a creative way of incorporating selfies to encourage participation.

Facebook, Twitter and Instagram were the chosen platforms where consumers were asked to go to their nearest store, take a selfie using one of the Tru-Cape Kidz cut-outs and post to the social media platform of their choice using #staytruetotrucape, to stand a chance to win one of five Apple iPads.

The campaign was supported by generic TV and radio advertising, produced by Red Cherry, and included Red Cherry’s Spot On top-and-tail brand. Spot On increases noting (as proven by Millward Brown) and liking.

The campaign was a great success with positive feedback from consumers. 197 entries were received on social media, 742 on radio and 757 on TV.

Conrad Fick, Tru-Cape Marketing’s Marketing Director, commented: “Tru-Cape would like to thank Red Cherry for their caring service. It’s great to work with a company that we can trust with our business.”

Red Cherry offers production (TV and radio commercials, branded content, shows, AVs), media (TV/radio airtime and other media bookings), digital and CSI solutions. Please contact Shanne Saunders on (011) 807 2531 or at for more information, or visit the website at

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