Taking Lemon Myrtle to the world for Australian Native Products

Challenge

Australian Native Products is the world’s largest grower of Lemon Myrtle, an Australian native botanical with applications across food, beverages, fragrance, personal care and household products. Yet awareness remained relatively low in overseas markets. Our challenge was to make this versatile ingredient desirable to international business audiences and inspire them to explore its potential.

Solution

We created ‘The new citrus’, a global B2B campaign that borrowed the language and visual style of fashion to position Lemon Myrtle as the ingredient of the moment. High-end styling, playful imagery and unexpected combinations brought its versatility to life. From perfume and candles to tea, cocktails and cleaning products, each execution showed a different possibility. We took the campaign from creative concept through to production, working with director and photographer Michael Corridore. Shot at Sydney’s Elizabeth Bay House and ANP’s farm in northern NSW, the production delivered a lead film and photography for use across multiple channels and markets. It also featured original music by Josh Graham.

The integrated rollout included LinkedIn campaigns, website updates, trade publications and newsletters, PR, digital ads, installations at trade events, additional video content and DM. Category-specific executions connected Lemon Myrtle’s possibilities with the industries best placed to use it.

Results

ANP’s sales grew by one third following the campaign, while the activity drove thousands of visits to the updated ANP website. Awareness of Lemon Myrtle and its many uses among global B2B audiences reached an all-time high for the brand, generating interest and new business opportunities.