New campaign for Aussie Oranges

A Sunraysia citrus grower appeared on national television to help launch Hort Innovation’s new campaign for fresh oranges.

Tim Vandenberg of Timmel Ridge Estate hosted morning weather crosses from his Gol Gol property in early August.

The six live crosses appeared on Channel 9’s Weekend Today Show, with Tim showcasing his orchards and explaining what it takes to grow high-quality produce.

Tim was joined on screen by family and friends, providing a vibrant backdrop for the launch of the new ‘Aussie Oranges’ campaign.

Hort Innovation has developed the campaign to showcase the health benefits and affordability of fresh oranges, with the aim of increasing consumption among Australian consumers.

The Aussie Oranges brand – which is used to build awareness about the fruit among end-consumers ­– has been refreshed for the campaign.

The brand refresh includes a revamped Aussie Oranges logo, which now includes the tagline ‘Goodness All Round’.

A new-look Aussie Oranges website has also been developed, while Facebook, Instagram and TikTok channels have been set up for the brand.

“The new look and feel are inspired by the colours of the fruit, the orchards and blue Aussie skies that oranges are grown under,” said Hort Innovation Brand Manager, Joanna Krol-Slocombe.

“The brand’s colour palette, typography, illustration and photography styles are fresh and contemporary.

“We have also used new photography to entice consumers to try oranges, showcasing how delicious and juicy they are.”

A new health report commissioned by Hort Innovation and written by Dr Emma Beckett of Nutrition Research Australia is a key source for the campaign’s content.

The Oranges Nutrition and Wellness Report draws on more than 50 research articles published across 20 years. It underlines five key health benefits of regular orange consumption.

The report has been pitched to media outlets across the news, retail, and lifestyle sectors. Key findings have been further amplified through paid media opportunities, social media and influencer engagements.

This includes an appearance by Dr Beckett on Network 10’s Studio 10 television program in late August. Dr Beckett also appeared on the weather crosses from Timmel Ridge Estate.

Other activations include advertising on Coles and Woolworths’ online sites, along with the development of ‘always on’ social media advertising and content.

“The objective of the campaign is to increase consumption of Australian oranges by showcasing their health benefits and affordability,” said Hort Innovation Marketing Manager, Lynda Pallone.

“It’s been designed to build top-of-mind awareness among consumers via media relations and social media.

“It also aims to prompt purchasing by urging consumers to add oranges to their shopping carts via an online retail component.”