Ceres Juice faced the problem that outside South Africa, consumers didn't know about the Ceres Valley. They were unaware of the magic in the soil there, the ideal climate or that it is, 'the perfect place to grow juice'. In the rest of Africa, it is perceived as another imported, higher-priced fruit juice. Ceres wanted to change that perception and create the same loyalty and nostalgia their brand receives here in South Africa.
Our campaign is based on the premise that 'everything from the Ceres Valley is just a little bit better'. The birds don't chirp, they sing. Trees don't grow, they flourish and streams don't trickle they cascade. So far, the rendered image of this magical valley (based on actual photographs) has been rolled out in-store and outdoor throughout Africa. The next step is the TV commercial.