Ardmona And Leo Burnett Melbourne Challenge Aussies To #buyhomegrown

Ardmona And Leo Burnett Melbourne Challenge Aussies To #buyhomegrown
SHARE
THIS



Ardmona and Leo Burnett Melbourne are giving more meaning to a song we’ve heard a thousand times before, yet probably don’t even remember the words to – the Australian National Anthem.

They’ve produced a heartfelt film featuring Aussie tomato growers and their families that modernises Advance Australia Fair, giving the words renewed relevance.

It uses the lyrics poignantly to highlight the superb quality of our home-grown produce and encourage shoppers to be more patriotic at the shelf by choosing home-grown tomatoes over cheaper imports.

Jason Williams, chief creative officer, Leo Burnett Melbourne, said, “As consumers, we’re a lot more powerful than we think. The decisions we make at the supermarket shelf can have a profound effect on products and, in this case, the lives of the families who produce them. We want to ignite patriotism in consumers so they think twice next time they’re at the shelf.”

The campaign comes at a time when the quality and integrity of imported produce has been seriously called into question. Reports have shown that the gross exploitation of migrant workers is still rife in the Italian tomato industry and just recently, Ardmona won its anti-dumping case against 105 Italian producers, which proved they had been illegally dumping excess product in Australia, undercutting Ardmona on price.

Mark Connolly, GM marketing & innovation, Ardmona, said, “In light of recent events, we set out to highlight our Australian provenance in a provocative way and we think the commercial definitely achieves that.

“It also reflects SPC’s end-to-end, paddock-to-plate investment and commitment to Australian tomatoes – from partnering with our fantastic, dedicated growers, to investing in a new state-of-the-art tomato processing plant at our Shepparton factory.”

Filmed in and around Rochester, in Victoria’s “Fruit Bowl,” the launch follows Leo Burnett’s hugely successful #MyFamilyCan campaign, which saw SPC and Ardmona cans re-labelled to feature Aussie farmers and their families.

The commercial will be integrated into home-grown content and supported by PR and social media, which has already generated a significant amount of passionate conversation from patriotic Australians.

Credits:
Agency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
Creative Director: Michelle Walsh
Senior Art Director: Mike Fritz
Chief Executive Officer: Melinda Geertz
Group Account Director: Ari Sztal
Account Manager: Kenneth Chow
Producer: Cinnamon Darvall
Director of Integrated Strategy: Ilona Janashvili
Strategy Planner: Emily Gould
Head of Social: Chris Steele
Associate Digital CD: Tim Shelley
Production Company: Studio Pancho
Director: Lizzy Bailey
Producer: Francesca D’Orazio
DOP: Aaron Farrugia
Editor: Chris Ward
Sound: Sound Lounge
Client: SPC Ardmona
GM Marketing & Innovation: Mark Connolly
Head of Brand Marketing: Anand Surujpal
Media Agency: Slingshot

 

 

Latest News

Starts At 60 Makes Two Executive Appointments
  • Media

Starts At 60 Makes Two Executive Appointments

Mature-age media platform Starts at 60 has welcomed two new leaders to its executive team as it looks to scale up and broaden its commercialisation. Amena Reza (pictured above, right) moves into the role of chief operating officer. She was formerly the managing director of ML Design, and is a chartered accountant and a non-executive […]

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses
  • Marketing
  • Technology

HubSpot Creates ‘Marketing Hub Starter’ For Small Businesses

Marketing software player HubSpot has launched Marketing Hub Starter, a new software offering that aims to give growing teams the tools they need to start marketing right. This new tier of HubSpot’s platform is designed with small businesses in mind, consolidating the capabilities of existing disparate marketing tools into one platform and offering an affordable […]

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform
  • Marketing

Market Research Industry Cracks Down On Shonky Behaviour With New Digital Platform

The Association of Market and Social Research Organisations (AMSRO) has launched a digital platform to highlight fake or illegitimate research activities to the public. ‘Phish of the Day’ enables AMSRO members, as well as the general public, to report any scams or non-genuine market and social research activities to the association. These might include telemarketing […]

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine