Australian Native Products Appoints Rasic and Partners as Creative Agency

Rasic and Partners has been appointed creative, media, and production partner by Australian Native Products. The brand is the world’s largest grower of Lemon Myrtle, supplying the ingredient globally, to brands across culinary, skincare, cosmetics, fragrance, personal care, beverages, cleaning, and other categories.  The agency will be working across the entire brand.

Says Dejan Rasic, creative partner at Rasic and Partners: “When we met the team at Australian Native Products, we were instantly impressed with what they have achieved and the ambition they have for great B2B creative work. It also helps to be working on a wonderful Australian botanical like Lemon Myrtle. Our office has never smelt better!”

Says Hui Li, executive director, Australian Native Products: “Lemon Myrtle is truly unique and native to Australia, with benefits for all sorts of products. Rasic and Partners demonstrated very strong B2B credentials and quickly understood our products, brand and marketing ambitions. I look forward to creating exciting and effective work with their team.”


Australian Native Products is a pioneer in the commercial farming of Lemon Myrtle, with five sustainable farms based in QLD and Northern NSW. The company celebrates their 25th birthday this year.

Says Tristian Kelly, marketing director, Australian Native Products: “Being a former advertising creative myself, I knew exactly the kind of agency and creatives I wanted working on the brand. Rasic and Partners were my clear choice. And unlike many brands, Lemon Myrtle has such a strong USP, so I’m excited to see great creative come to life from it.”

Lemon Myrtle is a native Australian botanical that has grown in popularity around the world, emerging as an alternative choice in a market saturated with standard citrus, said the agency.


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