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From Cape Town with love from Fitch & Leedes
7 OCTOBER 2024
CAPE TOWN, WITH ITS STUNNING LANDSCAPES AND RICH BIODIVERSITY, IS A CITY THAT EMBODIES THE SPIRIT OF CONSERVATION. IT IS HERE THAT FITCH & LEEDES AND SANCCOB HAVE JOINED FORCES TO CELEBRATE THE REGION’S AFRICAN PENGUINS, AND CAMPAIGN TO CONSERVE THEIR DWINDLING POPULATION.
LOCAL LOVE FOR THE AFRICAN PENGUIN
Both Fitch & Leedes and SANCCOB have deep roots in Cape Town, a city renowned for its natural beauty and vibrant culture. This connection to the local community is at the heart of their collaboration, as they work together to protect one of the region's most iconic species—the African Penguin. Combining their shared heritage and commitment, Fitch & Leedes and SANCCOB seek to raise awareness and inspire action to safeguard the future of these beloved seabirds. Jody Francis, Brand Ambassador for Fitch & Leedes, outlined how the team conjured up their diverse campaign:
“Fitch & Leedes is a proudly South African, and proudly Cape Town, brand. Everything about us is proudly South African, across the brand, products, and company. Our products are inspired by our country’s flora and fauna, and our determination to help save the African Penguin inspired by SANCCOB’s fierce conservation agenda. Using our national footprint and unmistakable brand, we knew we could drive awareness towards helping to conserve and save the African Penguin.”
THE AFRICAN PENGUIN: A SYMBOL OF CAPE TOWN
The African Penguin holds a special place in the hearts of many Capetonians. Found along the shores of Boulders Beach and other coastal areas, these charismatic birds are a symbol of the city's rich biodiversity.Their numbers have dwindled dramatically, making conservation efforts more critical than ever. Melissa Knott, Head of Operations at SANCCOB outlines the importance of their collaboration with Fitch & Leedes:
"Our campaign with Fitch & Leedes beautifully encapsulates the spirit of local heritage and conservation. This collaboration between our proudly Cape Town organisations highlights our shared commitment to preserving the unique wildlife that makes our region special. Featuring African penguins alongside Fitch & Leedes products in iconic Cape Town settings, we're promoting conservation and celebrating our local identity. At SANCCOB, we believe this approach will resonate deeply with residents and visitors, fostering a sense of pride and responsibility towards protecting our endangered African penguins."
THE UNIQUE CONNECTION BETWEEN BEVERAGES AND CONSERVATION
Fitch & Leedes' premium mixers, crafted in the heart of Cape Town, are a testament to the city's vibrant spirit. Through this campaign, the brand celebrates local heritage and uses their range as a platform to support wildlife conservation. Savouring the brand-new Fitch & Leedes Pineapple Lemonade, consumers can now easily contribute to a cause that is deeply intertwined with the city's identity. Fitch & Leedes and SANCCOB recognise that their multifaceted collaboration goes beyond the QR code on the can, the documentary launch, and the multiple events. This is more than a conservation initiative. Fitch & Leedes, together with SANCCOB, celebrate the bond between the community of Cape Town, the natural environment, and the African Penguin. Snap up your six pack of Fitch & Leedes Pineapple Lemonade, scan the QR code to donate to SANCCOB, and celebrate your love for Cape Town’s African Penguin population.
IN A WORLD WHERE ENVIRONMENTAL CHALLENGES ARE EVER-PRESENT, COMMUNITY ENGAGEMENT AND EDUCATION ARE PIVOTAL FORCES FOR DRIVING CHANGE. FITCH & LEEDES, IN COLLABORATION WITH THE SOUTHERN AFRICAN FOUNDATION FOR THE CONSERVATION OF COASTAL BIRDS (SANCCOB), HAS PUT ITS BRAND BEHIND THE CAUSE, WITH THE LAUNCH OF ITS TANTALISING PINEAPPLE LEMONADE. FITCH & LEEDES, HOWEVER, HAVE NOT STOPPED THERE. THE COMPANY’S COMMITMENT TOWARDS SUPPORTING SANCCOB’S WORK BEGAN WITH A SUBSTANTIAL DONATION TO THE ORGANISATION, THE LAUNCH OF ITS PINEAPPLE LEMONADE, AND RAMPS UP INTO THE NEXT PHASE OF ITS IMPLEMENTATION.
COMMUNITY ENGAGEMENT FOR THE CAUSE
Fitch & Leedes recognises that community involvement is key to successful conservation efforts. Collaborating with SANCCOB, Fitch & Leedes is taking it several steps further, seeking to engage Cape Town’s local communities through a series of events and activations that are designed to educate and inspire. From beach clean-ups to educational workshops and school programmes, the campaign aims to cultivate a deeper understanding of the challenges facing the African Penguin and the importance of preserving their natural habitat. On International African Penguin Day, 12 October 2024, Fitch & Leedes and SANCCOB will release an educational documentary, developed to raise awareness about the potential extinction of African penguins by 2035. You’ll find this must-watch documentary online, and released through both organisations’ social media channels. Jody Francis, Brand Ambassador for Fitch & Leedes outlined that this campaign, had to go beyond the ordinary:
“It’s not enough that we simply make a donation, or create a new addition to our range of luxury mixers. Our team is so inspired by the dedication that drives SANCCOB’s operations, that we knew we had to do more. And, we can do more, so we are! Using our creative skills, and throwing our weight behind a cause that truly matters is what drives our team to want to do even more.”
EDUCATION FOR THE NATION
Education is a powerful tool for change. School programmes, supported by Fitch & Leedes, aim to educate students about the African Penguin and the broader environmental issues affecting their survival. Seeking to instil a sense of responsibility and stewardship in the younger generation, these activities are set to ensure long-term conservation success. Melissa Knott, Head of Operations at SANCCOB outlined the powerful potential of this multifaceted campaign:
"This initiative, spearheaded by Fitch & Leedes, and in collaboration with SANCCOB, represents a powerful approach to community engagement and education. Combining refreshment with responsibility, this campaign goes beyond traditional fundraising. It creates opportunities for people to learn about and actively participate in penguin conservation through beach clean-ups, workshops, and school programmes. At SANCCOB, we are excited about the potential of this partnership to inspire a new generation of conservation-minded individuals and make a tangible difference in the survival of the African penguin."
As they work together, Fitch & Leedes and SANCCOB create a movement that inspires action and cultivates a deeper connection between people and the natural world. Through this collaborative effort, Fitch & Leedes and SANCCOB pave the way for a brighter future for the African Penguin, and the communities that cherish them.
Fitch & Leedes Encourage South Africans To Become Penguin Protectors with SANCCOB
26 SEPTEMBER 2024
PINEAPPLE LEMONADE: A SIGNATURE DRINK WITH PURPOSE
Central to this campaign is the introduction of the Fitch & Leedes Pineapple Lemonade mixer. A refreshing and versatile beverage that doesn't require alcohol to be enjoyed. With its bright citrus notes and the sweet, juicy fragrance of ripe pineapple, this drink is designed to appeal to a wide range of consumers. Beyond its delightful taste, the Pineapple Lemonade serves a greater purpose.
Each can is adorned with beautiful artwork and features a QR code which leads consumers to a platform where they can donate directly to SANCCOB. By introducing Pineapple Lemonade, Fitch & Leedes seeks to extend its range,
while championing a cause that is close to the hearts of many South Africans: the conservation of the endangered African Penguin. Jody Francis, Brand Ambassador at Fitch & Leedes, outlined the company’s commitment towards protecting the Cape African Penguin:
“The Cape African Penguin is an endangered species, with its numbers dwindling every day. When our team learnt about this, we sprang into action, driven by a huge sense of urgency to help SANCCOB. Starting with a substantial donation to support the wonderful team of SANCCOB, we then moved into maximum creativity mode. Our team pulled together to create something unique, versatile, and beautifully crafted to support SANCCOB. Our Pineapple Lemonade mixer can be enjoyed on its own, or used as a mixer. The Fitch & Leedes Pineapple Lemonade appeals to all age groups and enables awareness raising for SANCCOB.”
SOUTH AFRICAN CONSUMERS SIP TO SAVE
With the release of Fitch & Leedes Pineapple Lemonade, South African consumers can easily sip to save the African penguin. With every purchase, consumers contribute directly towards the conservation efforts that seek to save the Cape African Penguin. Melissa Knott, Head of Operations at SANCCOB outlined how this key collaboration enables consumers to make a difference in tangible ways:
"SANCCOB is thrilled to partner with Fitch & Leedes on this innovative campaign. By introducing their new Pineapple Lemonade mixer with a purpose, Fitch & Leedes is offering consumers a delicious beverage and a simple way for consumers to contribute to African Penguin conservation. Our collaboration demonstrates how businesses can play an important role in wildlife protection. We believe this campaign will significantly raise awareness about the plight of the African Penguin and generate much-needed funds for our conservation efforts, bringing us closer to our goal of preventing the species' extinction by 2030."
With the official launch taking place on 16 September 2024 at the Two Oceans Aquarium in Cape Town, it won’t be long before consumers can start savouring Fitch & Leedes’ latest creation. Fitch & Leedes Pineapple Lemonade will hit the shelves in stores from October 2024.
Get ready to sip and save with Fitch & Leedes and SANCCOB. Blending luxury beverages and a commitment to conservation, it’s time to join the mission to save the African Penguin.
IN THE HEART OF SOUTH AFRICA, WHERE VIBRANT CULTURE MEETS BREATHTAKING NATURAL BEAUTY, FITCH & LEEDES HAS THROWN THEIR WEIGHT, AND THEIR BRAND, BEHIND A MISSION THAT TRANSCENDS THE ORDINARY. THROUGH THEIR INNOVATIVE COLLABORATION WITH THE SOUTHERN AFRICAN FOUNDATION FOR THE CONSERVATION OF COASTAL BIRDS (SANCCOB), FITCH & LEEDES IS ADDING A NEW TWIST TO THEIR HALLMARK MIXERS.
Sip To Save with Fitch & Leedes and SANCCOB
16 SEPTEMBER 2024
