Sir Fruit Celebrates 40 Years With A Fresh, Homegrown Campaign

Advertorial

Share this article

South Africa’s favourite premium beverage brand, Sir Fruit, is marking 40 years of squeezing the most out of fruit – and life – this year. The recent winner of a Top 100 Luxury Lifestyle Award in the Gourmet Food & Drinks category remains a proudly local company, with strong roots in Johannesburg, Durban and Cape Town.

Optimism in a bottle

During the past four decades, the organisation has always celebrated Mzansi, working with local farmers, designers and other experts. The result is a real good news story, and a demonstration of South African grit and spirit.

Founder and CEO, Dave Baker, said: “We like to think of ourselves as the ‘homegrown suppliers of optimism’.”

A brand campaign that toasts success

To mark their 40th birthday, Sir Fruit has launched a communications campaign to celebrate this sense of forward-facing positivity. Director (and Emmy-nominated comedian) Lazola Gola of Bioscope Films was tasked with producing engaging, fun screen executions that capture the gees of South Africa; this nation of hard-workers, go-getters, can-do-ers, hustlers, and creative innovators. We are a people who can laugh at ourselves, even when confronted with life’s challenges. We understand that those who seize the moment can be handsomely rewarded.

Gola said: “I love scripts that involve performance. It gives me a chance to play with dialogue, and riff with the actors on set. I called on some old friends from my stand-up days for this one; it was a chance to connect and create.”

Exploring local idiosyncrasies

Developed by brand agency Bain & Bunkell, the campaign features a cross-section of South Africans – all of whom clearly know what it means to “squeeze the day” and get the most out of every opportunity. From master braaiers to roadside barbers, from recyclers to shortcut-finders, these are people united in their enthusiasm for life.

The work also teasingly contrasts some First World habits with the South African experience. Is the grass always greener elsewhere? On balance, Sir Fruit believes not – especially as this is a country where we don’t just grow grass, but some of the best fruit in the world.

Local expressions – “South Ahhh!” – complete a picture of a campaign that is a unique observation of what makes this country special. South Africa isn’t perfect, but our collective energy, creativity, sense of adventure, and our “let’s-get-it-done” mindset are what makes this home.

Sir Fruit is here to stay

The company has been hustling for forty years, bringing farm-fresh juice to tables across the land – at the braai, the shisanyama, the opskop – and we plan to keep on doing just that.

For more information, visit the Sir Fruit website and follow their social media platforms for further updates.

www.sirfruit.com

@sirfruit

@welovefruit

Supplied

For more food and drink inspiration, click here.

Read our digital magazine.

Follow us on Instagram.

EDITOR'S CHOICE

Home & Decor

On Auction: A Riverfront Country Estate Where Art, Architecture & Nature Live in Harmony

Tucked within the exclusive Korhaan River Estate, where fewer than 30 families share in the quiet luxury of open skies, river breeze and uninterrupted privacy, this remarkable property brings country living to life with elegance, intention, and a touch of soul.

Set along the gentle Leeuspruit River — just a short flow from the mighty Vaal — the estate unfolds across 70,500m² of manicured grounds, three shimmering dams, and sweeping lawns made for unhurried afternoons. It’s the kind of setting where mornings begin with birdsong and evenings settle beneath a canopy of stars — whether as a permanent sanctuary or a sophisticated weekend retreat from city rush.

The Village Green Blair Atholl Estate Inside

Food & Drink

The Village Green at Blair Atholl – Family Dining Near Fourways

Arts & Culture

Finding Holiday Arts & Culture Cheer Over the Festive Season

Beauty & Wellness

Beyond the Massage: Luxurious Retreats That Put Wellness First

Toys & Hobbies

Hang Your Stockings With Care: 23 Stocking Fillers

Our latest posts

Food & Drink

The Village Green at Blair Atholl – Family Dining Near Fourways

If you’re craving a break from the city without actually leaving it, The Village Green Family Restaurant at Blair Atholl Golf and Equestrian Estate offers exactly that. This lush estate feels worlds away from Joburg. With the Crocodile River running through its centre, expansive green spaces, and tree-lined pathways, it’s the kind of place where both adults and kids can slow down and breathe.

Arts & Culture

Finding Holiday Arts & Culture Cheer Over the Festive Season

We know the pool and those cocktails are calling your name. But if you feel like slowing down and enjoying the cultural side of the season, here are some suggestions for when you need something different.

Beauty & Wellness

Beyond the Massage: Luxurious Retreats That Put Wellness First

In a world where stress has become the norm and true rest feels like a luxury, South Africa’s most exclusive spa retreats are redefining what it means to unwind. Beyond indulgent massages and scented oils, these sanctuaries offer holistic wellness experiences that nurture both body and mind. From mountain hideaways and coastal sanctuaries to urban oases designed for deep restoration, each destination promises more than pampering; they offer a journey toward genuine wellbeing. Whether through guided meditation, nature immersion, or personalised health therapies, these spa getaways invite you to slow down, reconnect, and restore balance from the inside out.