Goulburn Valley

Turning a fruit brand into a tourism brand.

In a time when Australian consumers mistrust the origins of their food, Goulburn Valley Fruit was seen as inauthentic and unnatural. Because no one knew the beautiful Goulburn Valley was a real place. So, we turned the fruit brand into a tourism brand, creating an entirely new way to discover where your food came from.

The tour began at the shelf. In a category first, we designed an innovative GPS labelling system that invited you to pinpoint the very orchard your fruit was grown – with 100% accuracy. The coordinates were used online to trigger a fully immersive tour experience, as you became an explorer of the region. Goulburn Valley Food Tours converted the coordinates into a virtual route through Goulburn Valley as 360° films with ambisonic audio and dynamic content leads you through lush orchards, secret fishing spots, picturesque swimming holes and introduces you to the locals. Each piece of content linked to a product in the range, reassuring you about where your food comes from.

Goulburn Valley Food Tours turned the brand, into a destination - shifitng brand perception by delivering a 783% increase in engagement and 393% increase in time spent with brand.