Sir Fruit – The Berries
The Challenge
Utilise effective PR channels and methods to create hype around the launch of the new SIR FRUIT flavour, “The Berries” within long and short lead publications.
The campaign was a success, securing over 28 pieces of coverage in 3 months. Media especially loved the new flavour launching just in time for Christmas.
Number of print pieces: 15
Number of online pieces: 13
Total number pieces of publicity: 28
Total Ad Value: R 1 001 869
Total Audience Reached: 5, 398,733
ROI: 1:16
Our Approach
  • Pitched new flavour announcement release to target media, with the aim of securing editorial coverage and brand awareness
  • Secured competitions giving away Sir Fruit stock and hampers via key lifestyle and food media titles
  • Conducted media house visits with the “Berry Detonator”, which became an interactive media drop for the journalists