When it comes to stone fruit, timing is everything
APC Stonefruit
Timing is Everything Radio Campaign
We’re all told that local produce is best, but we’re never told why this is. We used the medium of radio to let people know, so that they would never be disappointed with an imported stone fruit again.
Project partners:
The Problem
A classic tale of east vs west.
What’s the difference between stone fruit from WA and stone fruit from over east? Nobody knows! And that’s the problem. Turns out, the differences between the two coasts of Australia are actually something worth caring about when it comes to what we eat.
The east coast stone fruit sold in WA are picked too early (to stop spoiling during the long interstate road trip). WA stone fruit are picked when they’re actually ripe on the tree - and taste so much better for it. Consumers might intrinsically know that fresher is better, but they don’t necessarily know why it’s better. We had to let the good people of WA know to demand local stone at the nearest grocery store.
The Idea
Delicious stone fruit takes time – perfect timing, that is.
When we’re talking about freshness, we’re really talking about perfect timing. And while timing is essential for delicious WA stone fruit, it’s also essential for a lot of things in life. So to remind people not to put up with unripe stone fruit, our radio campaign engineered by Soundbyte highlighted some of the more extreme situations in which bad timing can ruin everything.
They say that metaphors have a way of holding the most truth in the least space, which is why we told some absurd stories about ruined weddings and blockbuster blunders.
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