We wanted to tell the provenance story of Goulburn Valley as the brand’s competitive advantage – and bring it to life in a way that captivated our audience. So we turned the fruit brand into a tourism brand by creating Goulburn Valley Food Tours. The tours began on packs printed with GPS coordinates to pinpoint the exact orchard the fruit came from. These coordinates transported users into an immersive guided tour of the area.
Goulburn Valley became a destination, and its new labelling system made all FMCG brands accountable for the origin of their food.