Sydney, Australia – Golden Circle, a food manufacturing company, has launched a campaign promoting the use of Australian-grown pineapples in the food industry. The campaign, titled ‘Calling All Platriots,’ was made in collaboration with brand activation agency Because.
Golden Circle’s campaign advocates for home-grown produce to be used on plates served by restaurants. It highlights the quality and taste of Australian pineapples while supporting its local farmers.
As the only manufacturer offering 100% Australian-sourced canned pineapples, the company urges chefs and food service professionals to choose local produce over imported alternatives.
The campaign includes a series of videos featuring chefs from major Australian cities showcasing their culinary creations with Australian-grown pineapples. Additionally, the chefs will visit Golden Circle’s Brisbane factory and the farms to learn about the paddock-to-plate process.
The campaign is communicated across social media platforms YouTube, Instagram, and Facebook.
“We are incredibly proud to be the only manufacturer of 100% Aussie-sourced pineapples for the foodservice industry with Golden Circle. The ‘Calling All Platriots’ campaign is our way of encouraging chefs and other key decision-makers to join us in supporting Australian farmers and ensuring that our locally grown produce is at the forefront of the foodservice industry,” Marisa Sharma, head of marketing at Foodservice and Export ANZ, said.
Gareth Brock, co-owner and head of strategy at Because ANZ, commented, “Pineapples are a commodity within the foodservice industry, but this campaign presented a new creative opportunity for Golden Circle to differentiate by offering the only range of Australian canned pineapples. The approach was to activate and inspire our audience by telling the stories of the people along the supply chain, ensuring that they never look at the canned pineapple they cook with in the same way again.”
