Hort Innovation is responsible for investing the citrus marketing levy into a range of activities to drive awareness and consumption. Here is a quick look at what happened during the year...

The 2025/26 Aussie Oranges marketing plan focused on reigniting Australians’ love for oranges by reminding consumers that fresh oranges and orange juice are a delicious way to support wellbeing and immunity through winter. 

The strategy built on the existing Aussie Oranges. Goodness all round brand platform, with a strong focus on winter wellness, top-of-mind awareness and prompting shoppers to choose oranges more often. The plan centred on building awareness and desire for Australian oranges in all formats — fresh and juice — while export activity was managed separately by commercial players and Citrus Australia through market development activity.

Insights that drove our thinking

The campaign was shaped by clear consumer and category insights. Oranges are seen as healthy, delicious, colourful and good value, with 83 per cent of recent buyers saying they were worth what they paid. However, oranges are not always top of mind: only 18 per cent of consumers named oranges as a fruit they intended to buy in the next seven days, compared with much higher intent for bananas and apples.  

Purchase frequency is also a challenge, with oranges having one of the longest purchase intervals in the fruit category at around 25 days, and light buyers purchasing only about three times per year. The campaign therefore needed to remind people to buy oranges more often, make oranges feel relevant during winter, and build an emotional connection beyond health alone.  

Juice was also an important focus, as freshly squeezed orange juice is strongly associated with vitamins and immune support, while shelf-stable juice can be perceived as high in sugar.

What did the campaign achieve?

• Winter Wellness campaign: The Aussie Oranges Winter Wellness campaign was delivered across the winter season to remind Australians that oranges are a simple, delicious and seasonal way to support everyday wellbeing. The campaign built on the existing Goodness all round platform and used both health-led and feel-good messaging to make oranges more relevant during colder months.
• Creative refresh to build stronger connection: The campaign refreshed the creative approach by moving beyond product-only imagery and showing people enjoying oranges in everyday winter moments. This helped make the campaign more relatable and reinforced the role of oranges across fresh snacking and juice occasions, including nostalgic moments such as sport and freshly squeezed orange juice.
• Media activity to reach shoppers before and near purchase: Paid social media, high impact digital display, retail out-of-home and medical out-of-home were used to reach consumers across different points in the purchase journey. Social media helped build broad awareness, retail out-of-home acted as a reminder close to stores, high impact display placed oranges in relevant health and news environments, and medical screens reinforced the wellbeing message when consumers were already thinking about health.
• Strong performance across key channels: The campaign delivered strong reach across key channels. Paid social reached 5.6 million people against a target of three million, retail out-of-home reached 1.16 million people and medical out-of-home reached two million people. These activities helped keep Australian oranges visible through winter and supported the goal of reminding more shoppers to choose oranges more often.