Fumman Agricultural Products Industries Limited, manufacturer of the Fumman juice drink said it is taking a bold step to move its juice brand to a national player instead of its known regional player status, as Television Commercial (TVC) is Unveiled.
Jeff A Mogbolu, Head, Business Development and Strategy, Fumman Agricultural Products disclosed that amongst the strategies that the company will be using is the deployment of an aggressive marketing communication strategy nationwide. Mogbolu made this remark while addressing the press at the unveiling of the company’s television commercial penultimate week.
The campaign, tagged, ‘nothing but fruit’ is to communicate the wholesomeness of the juice brands of the company. Mogbolu however expresses pride in the products the company is presenting to the public, saying, “we are proud of the product and the fact that we have stayed true to values of providing wholesome, quality and safe products to our consumers.” He maintains that the company has kept faith with the vision of the founding fathers, who started out to make themselves happy and healthy, sparing no resource to attain and sustain the organic brands that the public now have.
He says that his company would be doing a 360_degrees marketing communication to jostle for the mind and pocket share of customers across Nigeria. According to him; ‘in this age of health consciousness, it will be a disservice to consumers to keep the brand for those who know.’ So the company is unfolding its story telling plans with the TVC coming in two cuts of 20 and 45 seconds each to support its fight for market share.
The core message of the TVC is the organic nature of the brands. Various fruits are featured jostling to be Fumman juice. In the animated TVC, fruits are seem shouting ‘pick me, pick me.’ Some of them were asking; ‘mummy, when will I become a Fumman juice?’ In an interactive manner the supposed mothers responds: ‘Don’t worry, when you are matured, you will definitely become a Fumman juice, just like your daddy.’
Speaking, Emeka Okafor, Managing Director of Platform expressed joy at being associated with the quality of products that Fumman Agricultural Products is offering, particularly being a wholly Nigerian company.
His only regret being that the TVC had to be produced in South Africa, owing to dearth of quality production equipment and personnel in Nigeria.
He is however, optimistic that the promise of the Federal Government of Nigeria, to the movie industry, quality materials and human resources will soon be available in Nigeria to support local production of high quality TVCs.