Building buzz for Aussie Oranges

Our job was to create a new brand positioning and creative platform for the Australian citrus industry.

Bite was tasked with creating a new brand positioning and creative platform for the Australian citrus industry to be featured across an integrated above and below the line program. Leading with the insight that oranges are the great all-rounder, the positioning ‘Aussie Oranges. Goodness all round.’ was born.

Following a brand refresh and logo creation, the visual language elements were disseminated across paid, earned and social media channels, with an online retail campaign to drive conversion.

The health credentials for Aussie Oranges were bolstered by a partnership with Dr Emma Beckett, who developed a new wellness report that was launched to consumer media, providing credibility and authority for the campaign messages.

The campaign delivered +24 million opportunities to see (OTS), largely driven by editorial media opportunities, and +4.8 million impressions on social, with a cost-effective CPM of just $3.81. The retail media buy through Woolworths and Coles delivered a further 1.2 million impressions, with the most cost-effective CTR of any campaign run by Hort Innovation in F2024.