GOULBURN VALLEY FOOD TOURS

Short List
TitleGOULBURN VALLEY FOOD TOURS
ClientSPC ARDMONA
Product/ServiceGOULBURN VALLEY FRUIT
CategoryF01. Integrated Campaign led by Brand Experience & Activation
EntrantSPC ARDMONA Melbourne, AUSTRALIA
Idea Creation LEO BURNETT MELBOURNE, AUSTRALIA
Media Placement SLINGSHOT MEDIA Sydney, AUSTRALIA
Production MISS BOSSY BOOTS Melbourne, AUSTRALIA
Production 2 GUSTO MUSIC Melbourne, AUSTRALIA
Production 3 MEDIAMONKS Amsterdam, THE NETHERLANDS
Production 4 MADE FOR DIGITAL Amsterdam, THE NETHERLANDS
Production 5 FLYING DRAGON Melbourne, AUSTRALIA

The Campaign

We turned the fruit brand into a tourism brand, by creating Goulburn Valley Food Tours. The tours began on pack with an innovative, new labelling system that uses GPS coordinates to pinpoint the exact orchard the fruit came from. A search of the coordinates on any device transported users directly into a fully immersive experience, including 360 films within the actual orchards. Through the platform’s responsive interface, GPS coordinates mapped out the route as rich content guided users through lush orchards, attractions and introduced them to locals. After taking a virtual tour users could then select from real world trips; promoting tourism within the region. Goulburn Valley the brand has become a destination, and their new GPS labelling system has made every other FMCG brand accountable for where their food truly comes from.

The Brief

N/A

Creative Execution

Launching simultaneously across pack, TV, social and online, consumers were driven to search the GPS coordinates or go directly to the website to begin their Goulburn Valley Food Tour. From anywhere, consumers’ devices became a gateway into the beautiful valley. Each piece of content was linked to a product in the range, reassuring people about the natural origins of the fruit. After taking a virtual tour, users could then select real world trips to take with family and friends – promoting businesses and producers from around the region. The tours were amplified through social channels, including Facebook canvases that allowed people to tour the region from within the social platform. Social content continued to profile not only Goulburn Valley fruit, but the entire valley, helping drive further awareness about the region. Consumers across the country were captivated as they discovered the beauty of Goulburn Valley.

Describe the success of the promotion with both client and consumer including some quantifiable 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. Results BRAND ENGAGEMENT UP 783% SOCIAL REACH 5.2M TIME SPENT WITH BRAND 2.30mins (UP 393%)

Explain why the method of promotion was most relevant to the product or service

Goulburn Valley Food Tours was a fully immersive tour experience, activated directly off Goulburn Valley’s packs. By putting the GPS coordinates of Goulburn Valley’s orchards on the front of each pack, the promotion drove consumers to use their device to discover the true origins of their food, including 360° films within the actual orchard. This unique platform then enabled them to take a tour of the wider region. In a category first, the Goulburn Valley Food Tour promotion is enabling Australians to trust the origins of their produce, by directly immersing themselves in it.

In a country filled with wary and mistrustful shoppers, we needed to create an engaging and transparent way for people of Australia to discover where Goulburn Valley’s produce really comes from. So, to prove its authenticity, we used Goulburn Valley’s most powerful asset. It’s actual location. A place until now, most people had never heard of. By putting the GPS coordinates of Goulburn Valley’s orchards on the front of every single product, and creating an immersive experience that actually took consumers to the valley, we set out to do more than just reassure them. We wanted to empower them.

Credits

Name Company Position
Matt Bamford SPC Ardmona Marketing Director
Anand Surujpal SPC Ardmona Marketing Manager
Mark Malak SPC Ardmona Marketing Manager
Gillian Kapurubandara SPC Ardmona Senior Brand Manager
Jason Williams Leo Burnett Melbourne National Chief Creative Officer
Alex Metson Leo Burnett Melbourne Senior Copywriter
Blair Kimber Leo Burnett Melbourne Creative Director
Tim Shelley Leo Burnett Melbourne Associate Digital Creative Director
Matt Portch Leo Burnett Melbourne Designer
Cinnamon Darvall Leo Burnett Melbourne Senior Broadcast Producer
Kaelene Morton Leo Burnett Melbourne Print Producer
Nick Baum Leo Burnett Melbourne Senior Digital Producer
Beth Noakes Leo Burnett Melbourne Digital Producer
Chris Miles Leo Burnett Melbourne Studio Manager
Paul Charman Leo Burnett Melbourne Retouching
Adrian Garofalo Leo Burnett Melbourne Retouching
Jon Cucinotta Leo Burnett Melbourne Retouching
Heather Dinas Miss Bossy Boots Photographer
Maria Borowski Prodigious Producer
Olivia Cheung Prodigious Producer
Max Miller Prodigious Content Director & Editor
Ella Ward Leo Burnett Melbourne Group Account Director
Emma Lazarou Leo Burnett Melbourne Account Director
Amy Martin Leo Burnett Melbourne Account Executive
Phillip Fountain Phillip Fountain Director
Sebastian Wulff Sebastian Wulff Producer
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