With imported foods flooding Australian shelves, consumers are mistrustful of the origins of produce. Fruit brand Goulburn Valley needed to prove to its customers that it brings them authentic, home grown fruit. Thanks to GPS coordinates of Goulburn Valley’s orchards on each pack, consumers could use their devices to visit the orchard in 360° right there at the shelf, or through online and social content. The unique platform also enabled them to take a tour of the wider region. Australians could now confirm the origins of their food by virtually visiting the place where it was grown.
Story (original language)
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, the brand needed to prove to consumers that its product is authentic, home grown fruit.Goulburn Valley Food Tours was a fully immersive tour experience that explicitly directed Australians to discover the true origins of their food. By putting the GPS coordinates of Goulburn Valley’s orchards on the front of each pack, consumers could use their device to visit the orchard in 360° right there at the shelf, or through a suite of online and social content. This unique platform then enabled them to take a tour of the wider region.In a category first, Australians are now able to see and trust the origins of their produce, by directly immersing themselves in it.
Philosophy
We turned the fruit brand into a tourism brand, by creating Goulburn Valley Food ToursThe 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 they 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.
Result
By putting the GPS coordinates of Goulburn Valley’s orchards on the front of every single product, and creating an immersive experience that actually took consumers to the valley, we set out to do more than just reassure them. We wanted to empower them.