| Title | The new citrus |
| Agency | Rasic and Partners |
| Campaign | The new citrus |
| Advertiser | Australian Native Products |
| Brand | Lemon Myrtle |
| Date of First Broadcast/Publication | 2024 / 5 |
| Business Sector | Agribusiness |
| Tagline | The new citrus |
| Story | Sydney-based creative agency Rasic and Partners has launched a global B2B campaign for Australian Native Products, aimed at raising awareness of Lemon Myrtle and its versatile uses. Lemon Myrtle has been growing in Australia for over 80,000 years, yet the native botanical has relatively low awareness in overseas markets. Titled ‘The new citrus’, the integrated campaign adopts the language of fashion to introduce Lemon Myrtle as the citrus of the moment. |
| Philosophy | To raise awareness of Lemon Myrtle and its many uses across various product categories, we used the language of fashion to introduce Lemon Myrtle as the citrus of the moment. |
| Problem | Lemon Myrtle has been growing in Australia for over 80,000 years, yet the native botanical has relatively low awareness in overseas markets. |
| Result | The campaign has just launched. |
| Media Type | Web Film |
| Length | |
| Market | United States, United Kingdom |
| Soundtrack | 'Dreams' by Joshua Joshua |
| More Information | www.australiannativeproducts.com.au |
| Creative Agency | Rasic and Partners |
| Creative Director | Dejan Rasic |
| Executive Producer | Vanessa Zuppicich |
| Director | Michael Corridore |
| Photographer | Michael Corridore |
| Director of Photography (DOP) | Hugh Miller |
| Producer | Mark Risso-Gill |
| Head of Digital | Margarita Ognjanovic |
| Original Music Track | Joshua Joshua 'Dreams' |
| Editor | Lucas Vazquez |
| Grade | Ben Eagleton |
| Wardrobe / Stylist | Danielle Soglimbene |
| Other Post-production Credits | White Chocolate |
| Retouching Manager | Jonothan Eadie |
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