Fruit Ninja ad hopes to up produce sales
CNATAIPEI -- Players of game app Fruit Ninja are now just a click and tap away from boosting produce sales and farmers' income in Taiwan, a local marketing company said yesterday.
August 22, 2013, 12:04 am TWN
“Working with a world-renowned, popular and free game app, we would like to use a new approach to help market local produce,” the Taipei based CrossMedia Group said in a statement.
Players of Fruit Ninja, which has 700 million downloads worldwide, can now order all kinds of in-season produce directly from farmers in Taiwan while having fun slicing fruit in half, the company said.
The campaign involves an advertising banner on the app, visible only to players in Taiwan, that connects users to a website where they can order locally grown produce or have the chance to win a month's supply of fruit and vegetables.
If the model proves successful, the company said, it will duplicate it to market Taiwanese produce to the whole world.
Shally Hou, the company's marketing manager, told CNA that her company chose Fruit Ninja because the game's theme matches the campaign, and it has 700 million downloads worldwide.
In Taiwan alone, she said, the game has 1.78 million downloads and 168,000 monthly active users cross-platform.
The company hopes that the model will help increase farmers' incomes, Hou said, adding that her company is working with 74 local farmers at the moment and is looking to expand the network.
Local farmers only make about NT$22,000 (US$734.56) a month, because the bulk of the revenue from sales of fruit and vegetables ends up in the pockets of middlemen, according to iLohas, a Taiwanese social enterprise that helps farmers and is involved in this project.
Baggio Chang, co-founder of iLohas, said that directly buying produce from farmers can as much as triple their revenues.
“We welcome all kinds of approaches to help local farmers and look forward to good results,” he said.
Fruit Ninja developer HalfBrick Studios of Australia also expressed excitement over the good cause, saying that it will give out free Fruit Ninja-themed souvenirs to those who place orders.