SUB CATEGORY :

MOBILE WEBSITE

COMPANY ENTERING :

LEO BURNETT MELBOURNE, MELBOURNE

TITLE :

GOULBURN VALLEY FOOD TOURS

BRAND :

GOULBURN VALLEY

ADVERTISER :

SPC ARDMONA

AGENCY :

LEO BURNETT, MELBOURNE

CHIEF CREATIVE OFFICER :

JASON WILLIAMS

CREATIVE DIRECTOR :

TIM SHELLEY

COPYWRITER :

ALEX METSON

ART DIRECTOR :

BLAIR KIMBER

INTERACTIVE DESIGNER :

MATT PORCH

RETOUCHING :

PAUL CHARMAN/ADRIAN GAROFALO/JON CUCINOTTA

ACCOUNT DIRECTOR :

ELLA WARD

ACCOUNT MANAGER :

EMMA LAZAROU/KENNETH CHOW

ACCOUNT EXECUTIVE :

AMY MARTIN

PRODUCTION MANAGER :

KAELENE MORTON

AGENCY PRODUCER :

CINNAMON DARVALL

DIGITAL PRODUCER :

NICK BAUM

STUDIO MANAGER :

CHRIS MILES

FILM PRODUCTION COMPANY :

MADE FOR DIGITAL, AMSTERDAM

DIRECTOR :

PHILLIP FOUNTAIN

CAMERA OPERATORS :

FLYING DRAGON

FILM PRODUCER :

SEBASTIAN WULFF

PHOTOGRAPHER :

HEATHER DINAS

DIGITAL PRODUCTION COMPANY :

MEDIA MONKS

POST-PRODUCTION COMPANY :

MISS BOSSY BOOTS, MELBOURNE

CONTENT PRODUCER :

MARIA BOROWSKI/OLIVIA CHEUNG

CONTENT DIRECTOR & EDITOR :

MAX MILLER

SOUND PRODUCTION COMPANY :

GUSTO STUDIOS, SYDNEY

ENGLISH CONTEXT EXPLANATION :

THE FMCG CATEGORY IN AUSTRALIA IS GETTING MORE AND MORE CUT-THROAT FOR BRANDS TO NOT JUST THRIVE BUT ACTUALLY SURVIVE. THERE IS A DOMINATING DUOPOLY OF TWO SUPERMARKETS THAT DICTATE THE RULES OF ENGAGEMENT TO BRANDS WANTING TO SELL THEIR GOODS IN THESE STORES. WITH LIMITED SHELF SPACE, IT IS MORE IMPORTANT THAN EVER FOR A BRAND TO NOT ONLY STAND OUT, BUT TO ACTUALLY STAND FOR SOMETHING. ALSO, 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. OUR TASK WAS TO RE-LAUNCH THE BRAND AND PUSH ITS AUSTRALIAN GROWN AND HIGH QUALITY CREDENTIALS IN THIS VERY COMPETITIVE MARKET.

URL :

https://www.discovergoulburnvalley.com/