In the bustling world of flavour and fragrance innovation, Australian Native Products has been hard at work, crafting a narrative not just about our ingredient, but about a movement. The campaign named "The New Citrus" is not merely an advertising idea but a heartfelt invitation to the world to discover the vibrant essence of Lemon Myrtle. This endeavor was nothing short of a creative symphony, orchestrated with some of the finest talent across the country, all united by a shared passion for spotlighting Lemon Myrtle on the global stage.
A Symphony of Creativity and Passion
Lemon Myrtle, or Backhousia citriodora, is not just another botanical ingredient. It's a symbol of purity, versatility, and relatively untapped potential globally. With a citral content as high as 98 per cent , Lemon Myrtle stands out not just for its aromatic citrus notes but also for its adaptability across a myriad of applications - from culinary arts to aromatic therapies.
The Vision Behind "The New Citrus"
Tristian Kelly, Head of Brand, emphasizes the campaign's role in showcasing Lemon Myrtle's versatility and the creative prowess of Australia. It's designed to challenge and inspire, offering a fresh perspective on traditional citrus ingredients and paving the way for innovative product development.
A Celebration of Australian Creativity
The production, enriched with the original music ‘Dreams’ by Joshua Joshua, and brought to life through the meticulous post-production work by White Chocolate and EADIE Retouching, is a vibrant celebration of Lemon Myrtle. Styled by Danielle Soglimbene and captured through the lenses of Michael Corridore and Hugh Miller, each frame tells a story of heritage, purity, and the future of flavours.
The Ripple Effect of "The New Citrus"
Stay tuned for more updates as we continue to spread the word about the new citrus, and remember, the best flavours are those shared with the world.