
Goulburn Valley Food Tours
SPC Ardmona
Issue 45 | December 2017
Agency
Leo Burnett Melbourne
Creative Team
CCO Jason Williams Senior Copywriter Alex Metson Senior Art Director Blair Kimber Associate Digital Creative Director Tim Shelley Designer Matt Porch
Production Team
TV Producer Cinnamon Darvall Production Manager Kaelene Morton Digital Producer Nick Baum, Beth Nokes Studio Manager Chris Miles Retouching Paul Charman, Adrian Garofalo, Jon Cucinotta Photographer Heather Dinas Content Producers Maria Borowski, Olivia Cheung Content Director & Editor Max Miller Sound Gusto Studios Digital Production Company Media Monks Film Production Company Made For Digital
Other Credits
Head of Account Service Ella Ward Account Director Emma Lazarou & Kenneth Chow Account Executive Amy Martin Social Media Account Manager Ella Yarnton Client Marketing Director Matt Bamford Marketing Manager Anand Surujpal Category Marketing Manager Mark Malak Senior Brand Manager Gillian Kapurubandara
Date
May 2017
Background
At a time when Australian consumers were coming to mistrust the origins of their food, fruit brand Goulburn Valley needed to prove its authenticity. So, the opportunity was taken to show Australians the beautiful place that Goulburn Valley's produce comes from.
Idea
The fruit brand was turned into a tourism brand by creating Goulburn Valley Food Tours. The tours began on-pack with an innovative, new labelling system that used GPS co-ordinates to pinpoint the exact orchard where the fruit was grown. A search of the co-ordinates on any device transported users directly into a fully immersive tour experience, including 360° films within the actual orchards. Through the platform's responsive interface, users were guided through lush orchards, local attractions and introduced to the people there. After taking the virtual tour, users could then select from real world trips within the region.
Goulburn Valley the fruit brand had now become a destination and its new labelling system made every other FMCG brand accountable for where their food truly came from.
Results
The campaign put Goulburn Valley fruit and the region back on the map. Shortly after launch, brand engagement had increased by 783%, with a social reach of 5.2 million. Time spent with the brand online increased 393% to 2.30mins.
Goulburn Valley Food Tours created an entirely new way for Australians to find out where their food came from, giving them renewed confidence at the shelf.
Our Thoughts
Why, why, why don't more FMCG brands realise what a fantastic media opportunity their packs are? They're never going to get any closer than that, when a customer holds the can/bottle/box in their hands. Innocent Drinks were transformed from a small UK start-up selling smoothies into an international brand the partners sold for millions by their chatty, irreverent and thoroughly 'innocent' labels.
SPC Ardmona have used their labels before (#MyFamilyCan, Directory 35) but this idea acknowledges that today most shoppers shop with their mobile phones in hand. Surely, surely this led to incremental sales? Hooray for ideas that sell.