Strengthening its stellar brand positioning and top of mind awareness, Sunpride on 26th October 2014 served as the Official Fruit Partner for the 2014 Mandiri Jakarta Marathon – the pinnacle of the sporting event calendar in Indonesia attended by more than 14,000 runners. As Official Fruit Partner, Sunpride® made available a full variety of fruits for participants competing in the marathon and half-marathon, as well as the 5K and 10K road races. In what is fast becoming a sight synonymous with athletic events in Indonesia, Sewu Segar Nusantara’s market-leading brand also set up a stall at the finish line to provide runners with bananas to aid in the post-race recovery process.

The Sunpride® booth at the 2014 Mandiri Jakarta Marathon showcased the brand’s other fresh produce such as melons, kiwis and pears, in keeping with a marketing campaign centred on the concept of ‘tasting is believing’. Sewu Segar Nusantara in particular sought to promote its Honi Pineapples through a consumer engagement program carried out in-person at the event as well as through social media platforms. Through the Sunpride® Twitter account, the company encouraged followers to send in photos of themselves at the Sunpride booth for a chance to win prizes. Initiatives such as this play a significant role in building Sewu Segar Nusantara’s ‘Fruitaholic’ community as a means of spurring the widespread popularity of fruit in Indonesia.