Free range eggs supplier, Farm Pride, has launched a new outdoor campaign that demonstrates how exactly free range its eggs are.
The campaign uses real footage from one of Farm Pride’s free range farms in Central Victoria and will display the video feed (with nothing to hide) on Melbourne’s latest electronic outdoor supersite at Melbourne’s Emporium for 48 hours from midday Wednesday 22 April 2015.
The team at GPY&R worked directly with oOh! Media, who developed technology to bring Farm Pride’s cam to the newly installed mega screen on Swanson Street.
Farm Pride marketing executive, Sarah McLeod, said: “At a time when there is confusion among consumers about packaging claims, we felt it was important to demonstrate, that our hens produce 100% free range eggs in certified free range farms.
“We wanted to show people what our farms look like, how the hens live and exactly why the eggs are so good.”
Ben Coulson, ECD of GPY&R Melbourne, added: “Farm Pride is one of Australia’s best known food brands which is very proud of the free range product they sell. This campaign strips the marketing jargon from the term ‘Free Range’ lets us all see exactly what goes on at Farm Prides farms. People are tired of being led-on by food brands and I applaud Farm Pride for being so honest with us. It would be nice if more brands could do the same.”
Editor: Tom Marley/Maxine Dabrowski, GPY&R Melbourne
Executive Creative Director: Ben Coulson, GPY&R Melbourne
Copywriter: Ellen Fromm, GPY&R Melbourne
Art Director: Isabella Carusso, GPY&R Melbourne
Senior Account Manager: Lachy Larmour, GPY&R Melbourne
National Sales and Marketing Manager – Farm Pride: Ian Savenake
Marketing Executive – Farm Pride: Sarah McLeod
oOh! Media Creative Services: Laura Brealey