Calling All Platriots
Putting Australian pineapples back on plates with a bold, curiosity-led brand activation
Client:
Golden Circle
The brief
Golden Circle is on a mission to make 100% Aussie-grown pineapples the first choice for chefs, quick-service restaurants (QSRs), and foodservice distributors. As the only manufacturer offering a full range of Australian-sourced canned pineapples, they wanted to inspire industry professionals to rethink their ingredients — and rally behind local farmers.
Our curious spark
How do you take a fond kitchen staple and turn it into a movement? We tapped into the pride and passion of Australian chefs, using storytelling and immersive experiences to showcase the superior quality of locally grown pineapples. By celebrating the people behind the produce, we created a campaign that didn’t just educate — it motivated action.
Why this campaign matters
Golden Circle’s commitment to Aussie-grown pineapples stems from years of investment in local crops and partnerships with Australian farmers. Our task? To amplify that message and make Australian-sourced pineapples a no-brainer for foodservice professionals. The ‘Calling All Platriots’ campaign was designed to create an emotional connection with the ingredient — turning everyday purchasing decisions into a way to support local agriculture and celebrate top-quality produce.
Activating curiosity and creativity
Our curious crew at work
By combining hands-on experiences with powerful storytelling, we transformed how chefs and foodservice professionals viewed Australian-grown pineapples. This campaign wasn’t just about switching suppliers — it was about championing local, backing Aussie farmers, and elevating a product that deserves a place on every plate.
Proof that curiosity pays off
Industry impact
A surge in awareness and engagement within the foodservice sector.
Chef engagement
High participation in ‘Froot Camp’, with chefs gaining a newfound appreciation for Australian-grown pineapples.
Trade conversion
Increased interest and uptake of Golden Circle’s 100% Aussie-sourced canned pineapples.
Lessons in curiosity
By asking, “How do we turn an everyday ingredient into a cause worth rallying behind?” we created an activation that sparked loyalty, changed mindsets, and put Australian-grown pineapples back on the menu — literally.