Ingham’s “Farm to Fork with Manu” via We Are Sprout took a peek behind the scenes at the country’s poultry farming and processing industry to see how the nation’s top-selling meat protein – chicken – makes its way from the farm to your fork. Following the campaign, the team launched a wrap video to share the campaign’s journey and reach.
Manu Feildel, French-Australian chef, teamed up with Ingham’s, a poultry producer, to develop the 5-month digital campaign (July to November 2024).
It included videos, social media content, digital advertising, website content, recipes and recipe e-books, competitions, e-newsletters, blogs and articles.
Manu has previously worked with Ingham’s to deliver a dinner recipes series.
“Farm to Fork with Manu” boosted Ingham’s social followers and generated millions of impressions, heightening audience engagement and interactions, with thousands of people downloading the campaign recipe e-books and subscribing to Ingham’s e-newsletter.
Feedback from Ingham’s 8000-strong team in Australia and New Zealand saw farm and processing plant team members in Queensland involved in the content creation, and Ingham’s team members all around Australia enjoying the engaging story that shone a spotlight on the importance of their roles in feeding Australia.
“From all the people I’ve met, the personal journeys I’ve been told, the supportive community I’ve experienced on my Ingham’s journey everywhere I’ve visited, I can see that Ingham’s is a great place to work,” said Manu.
“The Farm to Fork journey allowed us to tell a number of micro-stories that show why Ingham’s is Always Good. Media channels and audiences were selected to best amplify the campaign and encourage engagement with the brand. And what better way to do this than by partnering with Manu Feildel and his delicious chicken recipes,” added Ingham’s marketing manager, Amy Butler.
On Farmer Grant’s free-range farm, Manu discovered how Ingham’s is focused on animal welfare – with 100 per cent of Ingham’s Australian chicken certified to the RSPCA’s Standard for Meat Chickens. On free-range farms, chickens range outside during daylight hours. At night or in poor weather, chooks take shelter in poultry sheds, which are climate-controlled and equipped with automatic feed and water systems, dry sawdust shavings on the floor to dig, perches and enrichment objects to explore.
“The RSPCA’s Standard for Meat Chickens specifies over 300 requirements against which our farms are independently assessed – and we are proud that we meet all of them,” said Farmer Grant.
Manu also discovered some of the ways Ingham’s is leading innovation in poultry farming and agriculture, particularly with sustainable agricultural practices – with green-star facilities, solar power, water usage reduction, decreasing waste to landfill, and more.
