Judged by the influx of online traffic, Fairview’s photographic campaign titled Say Cheese is proving to be very popular. The campaign encourages consumers to share their Fairview moments with friends, family and fellow Fairview lovers on Facebook, and at the same time stand a chance to win prizes worth R150 000.
“Fairview’s success is largely due to the innovative and creative business manner of owner Charles Back and his team”, explains Diani Smit, Communications manager at Fairview.
“Over the years he has not been afraid to explore ways of adding value to the consumer experience – just look at the unusual goat tower, Goatshed restaurant, deli and tasting room experiences.” She adds that the ever-expanding range of cheeses and wines have become household favourites, both locally and abroad.
Fairview Wine and Cheese is often described as one of the most popular tourist destinations in the Western Cape. “Our farm is visited 363 days a year, by guests from all over the world,” Smit adds.
The Say Cheese campaign is yet another way of making wine and cheese lovers part of the Fairview family. “We’ve been aware of the fact that people are taking pictures at our farm or when celebrating special occasions, while using our products. These moments are core to the Fairview brand and that is why we decided to create a way of sharing it. With this campaign we not only reward our consumers with wonderful prizes if they upload photos on the Say Cheese application on Facebook, but show them the important role they play in our brand,” says Smit.
Smit adds that the new Fairview website has also been launched. “The website is a true representation of the Fairview brand – dynamic, exciting, innovative and fun. Most importantly, it shows personal involvement and how our own people and the public contribute to our brand. Our team decided not to just launch the new website, but to make our wine and cheese lovers part of the process. Some of the pictures uploaded through the Say Cheese campaign will be featured on our new website.”
The public can enter the Say Cheese photo competition on www.fairview.co.za or www.facebook.com/FairviewWine. The first 2000 entrants will each receive a free wine and cheese tasting at Fairview in Paarl. Winners will be selected based on photos that best portray the Fairview brand. These winners will receive Fairview wine and cheese product hampers. There are also bigger prizes up for grabs, such as three Fairview camping fridges filled with a range of Fairview products.