When two separate voices become one industry movement
Dried Fruit SA. Category development. Follow-through mapping at industry scale.
The Situation
Two separate industry bodies operating in parallel, no unified strategy, no shared resources directed at a category in decline. Consumers were confused. Dried fruit had become collateral damage in the war on sugar and fake food science. The category had a strong product and a weak voice.
What we Did
Rather than propose a generic campaign, we recommended alignment first: form a single new entity, Dried Fruit South Africa, to pool resources and speak with one voice. Limbik became the strategic engine: campaign platform, brand narrative, 400+ content pieces, 19 influencer partnerships, the first international Dried Fruit Month, and retail partnerships.
Outcome
A new industry body formed and functioning. A category narrative that cut through food anxiety and fake science. 25 million brand impressions. 10.5% engagement rate against a 3.5% FMCG benchmark. 33,000+ new followers. And the number that mattered most: 18% year-on-year domestic sales uplift in a declining category.