In a time when Australian consumers mistrust the origins of their food, Goulburn Valley Fruit proved its authenticity, by showing people the beautiful place their produce comes from.
We turned the fruit brand into a tourism brand. The tours began on pack with the GPS coordinates of Goulburn Valley’s orchards applied to every product. A search of the coordinates transported users directly into a fully immersive experience, including 360° films within the actual orchards. The responsive platform then mapped out a tour and guided users across the region. Goulburn Valley the brand has become a destination, giving consumers confidence and making all brands accountable for where their produce truly comes from.
After taking a virtual tour, users could then select from curated real world trips featuring local businesses and producers.
The campaign has put Goulburn Valley fruit and the region back on the map. By creating an entirely new way to for consumers to understand where their food comes from, Goulburn Valley is giving all Australians renewed confidence at the shelf.