Australian Native Products positions Lemon Myrtle as ‘The new citrus’ in new global B2B campaign via Rasic and Partners

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.

The campaign was shot on-location at historic Elizabeth Bay House and ANP’s Lemon Myrtle farm at The Channon in northern NSW. Renowned Australian Photographer/Director Michael Corridore worked closely with the creative team to bring the idea to life.

Says Dejan Rasic, creative partner at Rasic and Partners: “Lemon Myrtle is the new citrus everyone needs to know about. We’re thrilled to see this integrated campaign come to life and look forward to raising awareness of this incredible Australian botanical.”

Lemon Myrtle (Backhousia citriodora) boasts an exceptional vibrancy with its citrus aroma and flavour, offering a staggering 90-98% citral content – the highest natural source in the world. Its versatility across diverse applications is showcased throughout the campaign.

Says Hui Li, business executive director at Australian Native Products: “Lemon Myrtle Is a much-loved Ingredient here in Australia and we believe this global awareness campaign will make it a household name worldwide – We are excited to see where this creative can take us!”

Offering a clean, natural, and sustainable choice that meets the rising consumer demand for purity and authenticity, not to mention a distinctive taste and fragrance, Lemon Myrtle is set to stimulate new product innovation.

Says Tristian Kelly, head of brand at Australian Native Products: “The campaign is a testament to Lemon Myrtle’s versatility and the ingenuity of Australian creativity – designed to inspire a fresh spin on traditional citrus ingredients.”

The integrated B2B campaign launches today across social, trade publications, DM and industry events.

Client: Australian Native Products
Executive Director: Hui Li
Head of Brand: Tristian Kelly
Business Development Manager: Andrew Menner

Creative agency: Rasic and Partners
Production company: Rasic and Partners
Creative Director: Dejan Rasic
Executive Producer: Vanessa Zuppicich
Director: Michael Corridore
Photographer: Michael Corridore
Director of Photography: Hugh Miller
Producer: Mark Risso-Gill
Head of Digital: Margarita Ognjanovic
Original Music: ‘Dreams’ by Joshua Joshua
Editor: Lucas Vazquez
Colourist: Ben Eagleton/BE Colour
Stylist: Danielle Soglimbene
Post-production: White Chocolate
Retouching: Jonathon Eadie/EADIE Retouching