WA CITRUS promotion

This winter, we rolled out a new digital campaign to shine a spotlight on WA citrus fruit — and it really made an impact!

Words Bronwyn Walsh, Industry Development Manager, WA Citrus

TO get the word out this year, we mixed things up with a blend of on-location videos, organic social media, and — new to this year — paid Meta advertising, influencer collaborations, and media partnerships.

The goal? To connect with families and encourage them to choose local citrus.

Something new

The additional use of paid Meta ‘ads’ on Facebook and Instagram this year, resulted in an increase in reach, views and engagement, of which 99.2% can be attributed to the ads.

Our influencer partners were a big win, particularly Perth Mums Who. Views from their posts ranked in the top three for highest reach. These trusted voices in food and lifestyle shared genuine experiences and recipes featuring WA citrus fruit. This not only boosted reach but also added a personal touch that resonates with audiences.

Boosting our social media engagement, one of the most popular posts was the whole orange in a cake recipe (Flourless Orange Cake) which can be seen here www.recipetineats.com/flourless-orange-cake.

Other favourites included Start of Season and Where Does Citrus Come From?

For the organic social media campaign, over four months we shared 90 posts, resulting in:

• 4,600 visits to the Facebook page

• 319 new followers

• 531 visits to Instagram

• 74 new followers

All WA citrus categories were featured, especially oranges and mandarins, which are our largest categories.

Posts featuring people from the industry were especially popular, proof that putting faces to our growers really resonates.

Campaign shift

This year’s campaign marked a shift from previous years, where we also included in-store tastings, supported events, and produced point-of-sale materials with a larger budget. By investing more in digital, and with an overall reduction in budget, we delivered strong results — reaching a larger audience and increasing awareness and affinity for WA citrus fruit, in a fun and authentic way that encouraged real consumer action.

A big shoutout to the Eckersley family for hosting the on-location shoot. Richard’s light-hearted passion came through and made him a great ambassador for our industry. By showcasing behind the scenes at the orchards and tapping into timely trends, consumers connected with local produce, building a sense of community and trust.

Wanderlust Communications, our campaign partner, suggested future digital campaigns focus on showcasing WA citrus growers, tapping into TikTok, and creating even more recipe content. Over summer and autumn there will be a small maintenance program.

Bronwyn Walsh, industrymanager@wacitrus.com.au, 0400 873 875.

If you haven’t already, why not become a follower of our social media and share with family and friends to let WA know about our great fruit.

Contacts

WA Citrus Office

140 William Street, Perth WA 6000 w: wacitrus.com.au

Bronwyn Walsh industry development manager m: 0400 873 875 e: industrymanager@wacitrus.com.au

Helen Newman biosecurity officer e: biosecurity@wacitrus.com.au

WA Citrus Committee

Joseph Ling chair m: 0417 828 238

Damien Guthrey
Shane Kay
Susan Maslen
Andrew Pergoliti
Cliff Winfield
Daniel Ying

About

WA Citrus is the APC producer committee representing citrus growers and industry in Western Australia.

WA Citrus aims to:

• Assist in the development of a profitable and sustainable citrus industry in WA

• Provide services, facilities and support to assist WA citrus growers supply premium citrus in the local, national and export markets

• Assist with growing the consumption of WA citrus fruit.