Created by Akkomplice Group Australia, the campaign opens with a provocative stance and poses the question “do you know where your food is really from?”
“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,” Keith Louie, CEO of Aussie Farmers Direct said.
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.
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“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.
Fronting the campaign on TV and online is new Aussie Farmers Direct brand ambassador, Natalie Gruzlewski (from Farmer Wants a Wife).
“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 per cent Australian, so it’s good for my family and great for our farmers,” she adds.
Consumers are invited to join the conversation on Instagram and Twitter using the hashtag #shopfaireatfresh and to visit aussiefarmers.com.au and www.facebook.com/aussiefarmersdirect for more information about food labelling and imports.
Media Agency: Akkomplice with Media33
Executive Producer: Natalie Taylor
Production Company: The Pound
Art Director: Edwin Kua, Invisible Artists
Creative Agency: Akkomplice
Creatives: Adrian La Pira, Hush Creative Design
Photographer: Nick May
Sound Production: Production Alley
Advertiser: Aussie Farmers Direct
Categories: Food, Fresh fruit and vegetableslbbonline.com, Thu, 07 May 2015 00:57:54 GMT