With so many imported foods flooding Australian shelves, Australian consumers are mistrustful of the true origins of their food. And with most consumers not knowing where Goulburn Valley Fruit comes from, Goulburn Valley need to prove to consumers that its product is authentic, home grown fruit.

Launching simultaneously across pack, TV, social and online, consumers were driven to search the coordinates on the new labels or go directly to the website to begin their Goulburn Valley Food Tour.

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 – featuring attractions, restaurants, accommodations 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.

Regular 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 Australians everywhere, discovered the beauty of Goulburn Valley.