Highlights from the 2024/25 Citrus marketing campaign
Publication date: 22 October 2025
Marketing
In 2024/25, Hort Innovation invested levy funds into targeted marketing campaigns designed to increase consumer awareness, boost fresh produce consumption, and strengthen connections between growers and their customers.
Guided by consumer insights and delivered in partnership with industry, these campaigns helped more Australian households discover, purchase, and enjoy locally grown fruit and vegetables.
Due to the seasonal nature of Australian oranges (May–October), the FY25 marketing calendar included two domestic seasonal campaigns:
Key highlights for citrus include:
- The 2024 campaign focused on positioning Aussie Oranges as a daily immunity booster during the cooler months. Leveraging bespoke YouGov research and spokesperson Zoe Bingley-Pullin, the earned media campaign generated 39 pieces of coverage and 24.8 million opportunities to see - exceeding the KPI of 21 million. Amplification included social media, influencer content and online retail media across Woolworths and Coles.
- The 2025 campaign launched in June and ran through September across high-reach channels including social media advertising, homepage takeovers on premium health content sites, and outdoor placements in retail and medical settings. The messaging reinforced Aussie Oranges, sliced, wedged or juiced, as a delicious and natural way to boost immunity and beat the winter blues.
- In export, Australian Oranges activated a nationwide retail campaign in Vietnam (Aug–Oct 2024), aimed at building preference and driving conversion. The campaign included display competitions across 31 Central Retail outlets, in-store activations across 100 stores, and 265 consumer sampling sessions across 52 locations. Retail partners reported strong results, with significant uplift in sales during the campaign period.
To learn more about how your levy will be invested in 2025/26, please refer to your Annual Investment Plan.