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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.
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’.”
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.”
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.
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.
As South Africans pack their bags for European winter escapes — or prep for our own unpredictable summer storms — one outerwear hero is fast becoming a must-have: Duck Apparel’s Classic Parka™ in Ebony x Ivory. Delivered alongside the brand’s effortlessly chic woven tote and Milan sunglasses in the colour Tea, this coat proves once again why Duck is redefining stylish functionality for modern travellers.
As South Africans pack their bags for European winter escapes — or prep for our own unpredictable summer storms — one outerwear hero is fast becoming a must-have: Duck Apparel’s Classic Parka™ in Ebony x Ivory. Delivered alongside the brand’s effortlessly chic woven tote and Milan sunglasses in the colour Tea, this coat proves once again why Duck is redefining stylish functionality for modern travellers.
Nestled in the heart of the Madikwe Game Reserve, on the border between South Africa and Botswana, Tau Lodge offers an unparalleled luxury safari experience. Known for its exclusivity, attentive service, and prime wildlife viewing, this five-star lodge is a destination for travellers seeking both adventure and indulgence.
Cherry season has officially returned — short, sweet, and eagerly anticipated. Each summer, for just a brief moment, South Africans get to experience the pure joy of cherries picked at their prime. And now, Cherry Time™, the beloved family-run brand from the orchards of Ceres, has announced the arrival of the 2025 harvest.
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