Goulburn Valley Brings Consumers to the Exact Source of Their Food
Leo Burnett Melbourne's new campaign leverages GPS to show consumers the exact location where their food is grown.
Now more than ever, people want to know where the food that fuels them comes from. In a new initiative by Leo Burnett Melbourne, Goulburn Valley is pushing for full transparency, down to the exact coordinates.
As part of the new campaign, Leo Burnett Melbourne has designed each Goulburn Valley fruit package to include the coordinates of the orchard where the fruit was sourced. A simple search on any mobile device allows consumers to pinpoint the exact locations of where their fruit was grown with 100 percent accuracy.
The campaign extends to include Goulburn Valley Food Tours, a fully immersive online platform that offers 360-degree virtual tours of the orchards, enabling anyone to explore the valley at any time.
"People are smart, they want to know more. That's why we've gone further and created a labelling system that's accurate and true," said Jason Williams, CCO, Leo Burnett Australia. "That, coupled with the Food Tours, is empowering consumers like never before."