Aussie Farmers Direct launches nationwide ‘Shop fair, eat fresh’ campaign via Akkomplice Group
Aussie Farmers Direct has today launched its nationwide “Shop fair, eat fresh” campaign, taking up the fight against more than $12 billion of food imported annually into Australia.
Created by Akkomplice Group Australia, Melbourne, the campaign opens with a provocative stance and poses the question “do you know where your food is really from?”
Fronting the campaign on TV and online is new Aussie Farmers Direct brand ambassador, Natalie Gruzlewski (from Farmer Wants a Wife).
The campaign spans TV, out of home, digital, PR and social media to coincide with the release of an updated online shopping experience for customers.
The campaign goes live today in digital channels followed by the TVC which starts on Ch7, along with Street Posters in capital cities this Sunday. Major outdoor sites go live from Sunday, 17 May.
“There has been a lot said about imported food recently, but now is the time for action. We at Aussie Farmers Direct are asking Australians to take a closer look at their groceries. We have the best farming in the world and yet an average shopping basket of 25 items has travelled a staggering 70,000 kms or almost twice around the world,” says Keith Louie, CEO of Aussie Farmers Direct.
“The work is designed to jolt people into rethinking their grocery shopping habits with some provocative messages, but also takes an optimistic stance by showing just how easy it is to try Aussie Farmers Direct and get behind Australian farmers”, said Kenny Hill, managing director of Akkomplice.
Adds Gruzlewski: “I’m a big fan of what Aussie Farmers Direct has to offer.” says Gruzlewski. “I love knowing that Aussie Farmers Direct supplies fresh food that is 100% Australian, so it’s good for my family and great for our farmers.”
Consumers are invited to join the conversation on Instagram and Twitter using the hashtag #shopfaireatfresh and to visit aussiefarmers.com.au and Facebook for more information about food labelling and imports.
Strategy and Creative Direction: Akkomplice
Production Company: The Pound
Director: Dogboy
Executive Producer: Natalie Taylor
Sound: Production Alley
Photography: Nick May
Photography Production: Vicky Ryan, Invisible Artists
Art Direction & Design: Edwin Kua, Invisible Artists; Adrian La Pira, Hush Creative Design
Media: Akkomplice with Media33
Public Relations: Liquid Ideas
Client: Keith Louie, Group CEO Aussie Farmers Direct
6 Comments
Simple. To the point. Tactical.
No, it’s not ground breaking creative, but it’s the kind of smart marketing – responsive to the zeitgeist – that actually gets results.
It got me to the website, job done.
That print ad is great, the TVC.. Well maybe the first 10 seconds.
The music idea was solid, it could of kept it at that. All it needed was a logo at the end and the audience would get it.
Why have a bob each way with Natalie Thingummybob bunged in half way? Stupid, stupid advertiser. Or inexperienced. Melon print idea would have made compelling TV. Way too many elements in this hodge-podge. Casting in first part of TV also confusing and contradictory, given it’s an anti-foreigner strategy. Cognitive dissonance reigns supreme.
Lost opportunity to really change people’s habits. Trouble with the print ad is it assumes people understand WHY it matters if food has travelled a long way and the TV is kind of racist when it could/should have shocked. And the cutesy woman with the true blue farmer is about as predictable as a tasteless tomato.
@ organic person – Tasteless tomato? You must’ve been shopping at Coles.
Of course they’re not going to be troubling the jury at Cannes, but they are simple and straightforward and as a Client I’d be happy with these as a clear introduction to my brand.