Case Study: Pioneer Foods

Pioneer Foods is one of South Africa’s leading food production, distribution and retail companies and Safari is one of their premier brands. Safari has dominated the South African dried fruit consumer and industrial markets for over 90 years. They use hand-picked, choice grade fruit for all their products, ensuring they are market leaders in the retail, wholesale industrial and catering sectors of both national and international markets. Their products are exported to many countries worldwide and they have a presence in Africa, North America, Europe and Asia.

Safari markets itself as a healthy food and snack option and in 2010 they wanted to develop a promotional campaign encouraging consumers to get healthy and active. Pioneer employed the services of on-pack experts Pyrotec PackMedia to create eye-catching promotional labels for their products.

Pyrotec PackMedia recommended the versatile Fix-a-Form® as the perfect on-pack solution for an attractive and informational label. Fix-a-Form® allows a leaflet and label to be combined, saving valuable on-pack space. Half a million brightly coloured circular design leaflet labels were created and placed onto the packs of their dried fruit products.

The 8-page leaflet is structured as a concertina and included images and information about the health benefits of eating dried fruit products as well as details about the promotional competition.  Over 2000 healthy products were offered as prizes during the promotional period; these included gym memberships, magazine subscriptions and pampering sessions.  Consumers had to text a unique code printed on the base label to stand a chance of winning one of the prizes.

The promotional campaign was a great success and produced a positive reaction from Safari’s consumers.

Technical details:

The 8-page concertina style leaflet label had a plain base label with a unique code printed on it.  A 90gsm gloss-art paper leaflet was applied using permanent adhesive in both the spine and tab area. A perforation in the tab portion allowed access to the information inside the leaflet.