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A change in zeitgeist
According to Roger Neale-May, MD of NM&P South Africa, client-commissioned research shows that consumers are less sensitive to pricing than previously thought, saying that selecting a recognised brand associated with quality is their choice over price. This has led to Neale-May & Partners shifting direction from its initial 2001 Fast Fruit campaign for Tru-Cape Fruit Marketing.
Tru-Cape Fruit Marketing is one of the biggest marketers and distributors of apples and pears in South Africa.
"It has been a challenge to create a brand for apples and pears which are usually viewed as commodities. It is even more difficult when many supermarkets want to pack fruit as their house brand, but research indicates we're making inroads," says Roger Neale-May, MD of NM&P South Africa.
Creative director Caroline Joseph explains that the move away from "Fast Fruit" to "Balance Life Better" signals the change in zeitgeist where people, especially mothers who form the biggest target market, are feeling the price of fast-paced life and are seeking solutions.
"The 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 one. People are appreciating that life's simple, gentle moments are also its most special. Healthy Eating, especially when it is so easy in the form of fresh fruit, is part of that solution," says Joseph
She adds that the campaign's underlying message is that your life, whatever shape it's in, can be improved by balancing life better. "The tone is supportive and encouraging."
The campaign features billboards in Grabouw, Ceres and The Langkloof, consumer magazines and television. Marianne Holtman wrote the copy while Platypus Productions made the commercial.
