On Shelf
On Shelf

#OnShelf: Joy to the world

by Louise Burgers. Brands are getting happy and healthy, while urging consumers to enjoy more celebrations. We wish!

by Louise Burgers. Brands are getting happy and healthy, while urging their consumers to find the joy and positivity in the world and enjoy more celebrations. Good advice, we could all do with more happy. (But cynical me also says, “Good luck with that!”)

Indulge in some Gelata Roma this summer

Dairymaid has launched Gelata Roma, a new ice cream range, because the brand wants you to find  things to celebrate and indulge with its ice cream. After the past 20 months, we could all use a little taste of celebration. Gelata Roma is available in a variety of flavours: TinRoof, Brownie, Caramel Delight, Cookies, and Stracciatella. It is sold in all major retailers. When asked about the intention behind the range, Manyathe Ramotsepe, brand manager of Dairymaid shared, “We work hard to enjoy life’s little pleasures, which is why we occasionally treat ourselves and our loved ones to something special, just to show them how much we love them. That’s where Gelata Roma comes in – helping you indulge in life’s little pleasures more often and impress your guests in the process. We aim to be a partner in all things worth celebrating!”

Burger of the Future

It’s been interesting to note how most of our major retailers are making their vegetarian and vegan  meal and product options more visible in store, following the accelerated healthy eating trend over the past year. Future Farm’s latest plant-based gourmet offering is the 2030 Future Burger. The meatless mouthful is juicier and kinder to the planet and comes with some gourmet burger recipes to build your own burger. The Future Farm “Future Burger”, Minced Meat, Meatballs, and Sausage have as their main ingredients: peas, soy, chickpeas, and beetroot powder (to emulate the colour of meat). All products are free of gluten and GMOs. Launched in April 2019, Future Farm, known as Fazenda Futuro in Brazil, is an independent food company that uses cutting-edge technology to create the best plant-based meat on the market. The range is available at Checkers.

FutureLife’s new brand positioning

FutureLife has launched a new television campaign to seek out positivity in the world – and more celebrations. “Since 2018, with their ‘change’ campaign, FutureLife asked South Africans to acknowledge the positive changes in the world, and to embrace positive changes in nutrition. Now we’re asking people to celebrate what this change means: healthier bodies, sharper minds and happier families,” says Mark Bunn, managing director. “This means families spending more time together and people doing what they do best – sharing meals. We are calling on all people to rethink and reinvest in their own celebrations by showcasing a range of South Africans in moments of celebration.” The new campaign reminds South Africans how important it is to celebrate friends and family with special moments. “Our new TV commercial captures the essence that our range of smart nutrition supports families in taking charge of their health. Good health means that you are able to experience everything that life has to offer and that you can celebrate the joy in every moment.”

CAMPAIGN: Tru-Cape plugs into new rhythm

Tru-Cape has launched a new jingle and dance challenge as part of a new campaign to inspire joy in its consumers. Credits go to singer and songwriter Gideon Hanekom (aka Gian Groen), and the band Sunset Sweatshop. Conrad Fick, marketing director for Tru-Cape, the largest exporter of South African apples and pears, and a business entirely owned by its growers, explains: “Our jingle grew into a song and today Tru-Cape is thrilled to share that not only has Gian Groen updated the song for Tru-Cape; but Sunset Sweatshop, one of the hippest bands of the moment, has recorded it.” According to Fick, the company plans to release the song for download across all music platforms from October 22 and has recorded a music video with local dancers, choreographed by Anuq Wilson and assisted by Rudi Ward. “The music video is designed to include crowd-sourced clips of Tru-Cape fans doing their own moves to the song. To encourage engagement, we are doing a roadshow through South Africa’s capitals with the band. Sunset Sweatshop will perform at the school from which the winning dance clips come.” Tru-Cape will film and create social-media content for Facebook, Instagram, and TikTok with hashtag #TruCapeDanceChallenge. The music video will be released on December 12.


Main image credit: Photo by Nas Mato on Unsplash.



Louise Burgers is the Publisher and Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She has specialised in local and Africa consumer trends and is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Agreement (AfCFTA) will be a global gamechanger in the next decade.


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