GOULBURN VALLEY

SPC ARDMONA

THE LABELLING SYSTEM THAT TURNED
A FRUIT BRAND INTO A DESTINATION

VISIT WEBSITE

CASE STUDY

BACKGROUND

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.

BUSINESS SOLUTION

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.

PACKAGING DESIGN

FOOD TOURS WEBSITE

discovergoulburnvalley.com

REAL WORLD TOURS

After taking a virtual tour, users could then select from curated real world trips featuring local businesses and producers.

LAUNCH TVC

CANVAS

BRANDED CONTENT

Play 360 film
Play online content

RESULTS

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.