With an increasing grower base and over-supply of NZ Navel Oranges, NZCGI needed to get New Zealand consumers to buy more NZ Navel oranges before the cheap, tasteless Aussie imports arrived. Previous marketing attempts had not produced great results and needed a more creative solution to convince growers to fund a new campaign.
Tracta created a brand story, brand identity, photo library and campaign website to convey the deliciousness and freshness of NZ Navel Oranges. An engaging social media presence, backed with a dedicated content plan and a new Facebook page, attracted over 10,000 followers in the first eight weeks of the campaign giving NZCGI a community of NZ Navel Orange fans. NZ Navel Oranges sales have seen significant increases since the campaign began.