Hort Innovation's citrus marketing strategy focuses on increasing consumer demand for Australian oranges by building awareness, driving purchase frequency and expanding consumption occasions across both fresh oranges and orange juice. The program aims to keep oranges top-of-mind throughout the winter season while reinforcing their role as a simple, delicious way to support wellbeing and everyday healthy habits.

Consumer insights informing the strategy

While oranges are strongly associated with health and wellbeing, only 18 per cent of consumers currently intend to purchase oranges in the next seven days, demonstrating an opportunity to increase awareness, consideration and purchase frequency. The marketing strategy therefore focuses on keeping oranges visible and relevant during the peak winter period. 

Health remains the leading consumer benefit associated with oranges, particularly during winter when Australians are actively seeking foods that support wellbeing and immunity. However, research suggests consumers need more reminders and reasons to purchase oranges regularly, rather than viewing them as an occasional purchase. The program therefore focuses on creating stronger mental availability and reinforcing positive associations linked to winter wellness, vitamin C and everyday health. 

The industry has also identified an opportunity to increase consumption occasions and reduce the current 25-day repurchase interval by inspiring Australians to enjoy oranges more frequently and in more ways. While oranges are commonly consumed as a snack, consumers are often less aware of their versatility across meals, drinks and desserts, creating an opportunity to broaden usage and drive additional consumption.

What's planned

The Aussie Oranges program is centred on the annual Winter Wellness campaign, a seasonal marketing platform designed to reignite Australians' love for oranges and remind consumers that fresh oranges and orange juice are a simple and delicious way to support wellbeing throughout winter.

Key activities include: 

• National Winter Wellness campaign, promoting fresh oranges and orange juice through a fully integrated paid and earned media campaign running throughout the winter season.
• Retail out-of-home advertising, featuring fresh oranges and orange juice on digital displays located near supermarket entrances and shopping centres nationally, helping prompt purchase at key moments in the shopping journey.
• Medical centre advertising, leveraging health and wellbeing credentials through digital placements in medical clinics and healthcare settings, reaching consumers in highly relevant environments.
• Social media advertising, delivered across Facebook and Instagram to build top-of-mind awareness among Australian grocery buyers throughout the season.
• Recipe, varietal and usage inspiration content, showcasing oranges across salads, drinks, desserts and everyday meals to encourage trial and consumption across more occasions.
• Public relations campaign, "Orange grin for the win", which uses the nostalgic tradition of half-time oranges at children's sport to create a distinctive and emotionally relevant platform for media engagement. The campaign is supported by consumer research and expert commentary from sports dietitian Ali Miles, helping reinforce the role of oranges and orange juice within a balanced diet.

Media activity has already generated broad national coverage, including the Sunrise activation celebrating the half-time orange tradition. Supported by consumer research and grower participation, the activity generated more than 42 pieces of coverage to-date and close to nine million opportunities to see across television, radio, online and social channels.

Supporting investments

A range of investments are underway to deliver the citrus marketing strategy:

• FY26-27 Aussie Oranges adhoc/contingency budget (CT24501)
• Aussie Oranges -  Winter Wellness Earned Media Push (CT24601)
• FY27 Aussie Oranges Winter Wellness Campaign (CT24603)