Fresh new marketing campaigns are rolling out across South Africa and Nigeria over the coming months, positioning Joya® as the bright, feel-good apple for busy lives and the ultimate summer snack for an on-the-go energy boost. As of week 36, African sales are up 236% year-on-year, with these targeted campaigns aimed at capitalising on this momentum.

High-impact activations online, in-market and in-store are designed to command attention, spark immediate trial and leave a lasting impression, all within a short, focused window.

The campaign will focus primarily on Nigeria, with the country ranking as the largest market in Africa for Joya® with almost 80% of all sales. Targeting health-conscious or aspirational urban open-market shoppers aged 25–55 as well as resellers and street hawkers, the planned marketing activities in Nigeria aim to establish Joya® as the go-to joyful summer apple in Africa.

The high-impact rollout will showcase the refreshed brand look and feel, driving standout visibility and building meaningful brand awareness. Targeting strategic locations across Lagos, high-impact out-of-home media including a billboard and flag poles will drive brand awareness and purchase consideration among the target audience.

Retail takeovers in supermarkets and fruit markets across 11 key markets will further dial up the fun, with a playful ‘En-Joyment Market Rove’ driving awareness, engagement and trial. A vibrant MC will lead the experience alongside a dance crew to draw the crowd, while brand-centric games and competitions will encourage interaction and product sampling. Lucky winners will receive branded merchandise and gain access to the exclusive En-Joyment Lounge, with all moments captured and shared across social media channels for maximum reach.

As part of the rollout, Joya® importers will be personally engaged and informed about upcoming Joya® brand activities. To support visibility and drive alignment, they will receive branded materials to distribute to their customers, reinforcing the presence of Joya® throughout the entire trade channel.

Meanwhile in South Africa, supermarkets have started stocking Joya®, providing fertile soil for marketing activities to thrive over the southern hemisphere summer. Positioning Joya® as the summer apple for South Africa’s modern, on-the-go consumer, the campaign will target millennials, young families and health-conscious professionals seeking an easy, energising snack that fits into their fast-paced lifestyle.

Content creation will include new stills photography, recipe and lifestyle videos, orchard videos and stills, and supermarket activations. Joya® apples will be available at supermarkets Checkers, Pick ‘n Pay and Woolworths, with in-store tastings commencing in October. Supporting these activations will be a suite of new social media assets and activities, including recipe videos, digital ads aimed at taking the consumer to the point of purchase for each supermarket group, brand awareness ads and online competitions.

Exciting times ahead for the expansion of Joya® in the African market. Watch this space!