Aussie Farmers Direct has 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, 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,” said Keith Louie, CEO of Aussie Farmers Direct. “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 70,000kms or almost twice around the world.”
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 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,” said 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.”
- Client: Keith Louie, Group CEO Aussie Farmers Direct
- 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