Sunshine Sugar - Low GI Campaign

 

The brief

Sunshine Sugar is a proudly Australian-owned sugar manufacturer with a history spanning over 150 years. With Low-GI Sugar available in 650 Woolworths stores and ALDI locations nationwide, the challenge was clear: build brand awareness and drive purchase intent for a product that had never been actively marketed.

Our mission? Position Low-GI Sugar as the go-to healthier alternative—an easy swap for everyday use, backed by its all-natural ingredients and Australian roots.

Our response

To put Low-GI Sugar in the spotlight, we rolled out a dynamic year-long campaign across multiple platforms, ensuring a blend of education, inspiration, and digital engagement.

• Brand Identity Development
  • A fresh, clean aesthetic reinforcing Sunshine Sugar as "The Healthier Alternative."
  • An inviting, modern look to appeal to health-conscious consumers.

• Educational Content & Landing Page
  • Landing page to act as an educational hub, capturing interest and driving conversions.
  • Developed engaging content to highlight the benefits of Low-GI Sugar, making it an easy and smart choice.

• Recipe Content Shoots
  • Produced easy-to-follow, delicious recipes showcasing Low-GI Sugar in everyday staples, desserts, and baked goods.
  • Created visually stunning content, making healthy eating look as good as it tastes.
  • Shared across social media, email campaigns, and the Sunshine Sugar website to inspire action.

• Multichannel Digital Campaigns
  • Paid Social Media:
    • Launched targeted ads showcasing how Low-GI Sugar fits seamlessly into daily life.
    • Highlighted Sunshine Sugar’s farmer-owned, Aussie-grown heritage.
  • Google Ads:
    • Used keyword-targeted search ads to drive traffic to the landing page.
    • Designed eye-catching display ads to boost visibility and engagement.

 

 

The fruits

The campaign results were nothing short of sweet! Engagement soared, traffic spiked, and Low-GI Sugar found its way into more Aussie kitchens.

• Paid Social Media:
• • • 1.2M+ impressions
    • 137K+ engagements
    • 643K+ reach
    • 13K+ website clicks

• Google Ads:
  • Search: 167K+ impressions, 6.5K+ clicks
  • Display: 3.6M+ impressions, 30K+ clicks
  • Performance Max: 369K+ impressions, 4.2K+ clicks
• Landing Page:
  • • 33K+ views
  • 25K+ sessions
• Leads & Conversions:
  • 1,520 conversions from the Low-GI page over the year

With impressive engagement and strong conversion rates, the campaign successfully positioned Sunshine Sugar’s Low-GI variety as the must-have healthier alternative. Increased brand awareness, high-performing digital strategies, and consumer education combined to drive real results—proving that a little marketing magic can turn a great product into a household staple.

 

Hey Team Fruity!