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 was part of the morning weather crosses from his Gol Gol property.
The six live crosses were on Channel 9’s Weekend Today show, and involved Mr Vandenberg showcasing his orchards and explaining what it takes to grow high quality produce.
He was joined on screen by family and friends, providing a vibrant backdrop for the launch of the new “Aussie Oranges” campaign.
Hort Innovation developed the campaign to show the health benefits and affordability of fresh oranges.
Its aim was to increase consumption among Australian consumers.
The Aussie Oranges brand – used to build awareness about the fruit among end-consumers – was refreshed for the campaign.
A revamped Aussie Oranges logo now includes the tagline “Goodness all round” and a new-look website was also developed.
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 which oranges are grown under,” Hort Innovation brand manager Joanna Krol-Slocombe said.
“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 FOODiQ Global, was a key source for the campaign’s content.
The Oranges Nutrition and Wellness Report drew on more than 50 research articles published over 20 years, underlining five key health benefits of regular orange consumption.
Hort Innovation marketing manager Lynda Pallone said the campaign was designed to “build top-of-mind awareness among consumers”.
“It also aims to prompt purchasing by urging consumers to add oranges to their shopping carts via an online retail component,” she said.
