CASE STUDY
WA Citrus
WA Citrus engaged Wanderlust Communications to deliver a seasonal digital marketing campaign designed to increase awareness of Western Australian citrus and encourage consumers to purchase locally grown fruit throughout the winter season.
The campaign focused on promoting the freshness, quality and accessibility of WA citrus while supporting local growers and strengthening consumer connection to locally produced food.
YEAR
2024 - date
PROJECT
Digital Marketing Campaign
THE CHALLENGE
WA Citrus required a campaign that would help local citrus stand out during a competitive retail period while encouraging consumers to actively choose Western Australian produce.
The campaign needed to communicate key seasonal messages in a way that felt engaging and relatable to everyday consumers, while also showcasing the value of supporting local growers. With a broad audience across Western Australia, the activity needed to combine strong visual storytelling with targeted digital advertising to maximise reach and engagement.
OUR APPROACH
Wanderlust Communications developed and delivered a multi-channel digital campaign across social media, content creation and paid advertising.
Our approach focused on highlighting the freshness, flavour and versatility of WA citrus through engaging visual content, seasonal messaging and practical lifestyle-driven storytelling. We created a range of social media assets designed to appeal to consumers through recipe inspiration, winter wellness themes and everyday usage occasions.
Paid social advertising campaigns across Meta platforms were used to increase campaign reach and drive awareness amongst targeted Western Australian audiences. Messaging was carefully tailored to reinforce the importance of buying local and supporting WA growers while keeping the tone positive, approachable and consumer-focused.
The campaign also incorporated launch activity and ongoing content that could continue to provide value beyond the core campaign period.
RESULTS
The WA Citrus campaign successfully increased visibility and engagement for locally grown citrus across digital platforms during the winter season.
Through a coordinated mix of content creation and paid advertising, the campaign reached large audiences across Western Australia while helping position WA citrus as a fresh, seasonal and locally grown choice for consumers. The visual and lifestyle-focused approach helped create strong engagement across social media and encouraged greater awareness of local produce amongst everyday shoppers.
The campaign also provided WA Citrus with a valuable library of content assets and digital resources that can continue to support future seasonal marketing activity and ongoing promotion of the industry.
