Pure Otago Cherries

company bio.

Pure Otago Cherries is a Central Otago cherry brand based in Cromwell, bringing premium New Zealand cherries direct from orchard to customer. Their fruit is grown across 80+ hectares by a collective of 11 cherry growers and packed by Pure Pac, the team behind the Pure Otago Direct brand.

Pure Otago Cherries offers a seasonal online store featuring premium cherry selections (including red and limited-run white varieties) with delivery available NZ-wide, and also supports wholesale and bulk orders for businesses.

campaign description.

Whilst working at an agency in Christchurch, I oversaw the end-to-end strategic plan for Pure Otago Cherries’ seasonal FMCG ecommerce campaign, building a performance engine designed for short, high-demand sales windows. The campaign aligned paid acquisition with the realities of seasonality, delivery windows, and product availability, while keeping the offer clear and conversion-focused for NZ-wide customers ordering fresh Central Otago cherries online.

A key part of the work was selecting and implementing advanced tracking solutions to improve measurement quality during the peak season. This gave us clearer attribution across the customer journey and the confidence to optimise budgets fast as demand shifted across product types, gift-style orders, and bulk purchasing behaviour.

Result: An 83 ROAS from a campaign built for speed, accuracy, and profitability in a compressed seasonal window.