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.

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.

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%)