Nufarm Heroes Australia’s Regions To Fuel Economic Recovery Via Cummins&Partners

Nufarm Heroes Australia’s Regions To Fuel Economic Recovery Via Cummins&Partners

Cummins&Partners have today launched their first campaign for Nufarm, one of the world’s leading developers and manufacturers of seeds and crop protection solutions, headquartered in Melbourne.

The “Australian Through & Through” campaign comes after C&P were awarded creative and media responsibilities for Nufarm’s brand work in June.

The national brand campaign celebrates regional positivity and focus, reminding farmers, retailers and regional Australians about Nufarm’s Australian credentials. Because they’ve never been more important. It features a local farming family, retailer and Nufarm sales representative.

“This campaign launches a platform that aims to drive an ongoing behaviour change in Australian farmers to buy Australian, the exact action our farmers need Australian consumers to take right now,” says David Ryan, ANZ Marketing Lead, Nufarm.

Nufarm is the only global crop protection brand with significant manufacturing assets in Australia and its commitment to being a true partner for growth includes focusing on our Australian heritage.

Sean Cummins, CCO & Partner at Cummins&Partners says, “The Nufarm brand is about working with Australian farmers to solve the problems they face. And lately they’ve been through a lot. Nufarm goes through it with them. Because they are Australian through and through”.

The Australian Through & Through campaign depicts authentic scenes of the trials and tribulations of 2020. Every scene in the campaign reflects the resilience and grit of regional Australians and will be visible from mid-September throughout 2020 and into 2021, spanning TV to digital to OOH, plus community sponsorships and activations that support regional economies.


Client: Nufarm Australia

ANZ Customer Marketing Lead: David Ryan

Corporate Affairs Manager: Yvonne McKay

Digital Marketing & Loyalty Lead: Karalee Evans

Global Head of Brand, Digital and Content Strategy: Lynne Preston


Jane Winter-Irving – Nufarm Business Development Manager

The Altmann family

Western Ag

Creative & Media Agency: Cummins&Partners

Chief Creative Officer: Sean Cummins

Senior Copy Writer: Leah Dunkley

Senior Art Director: Chay O’Rourke

Senior Designer: Rowan Hammerton

Chief Strategy Officer: Tom Ward

Strategy Director – Connections: Bec Alexander

Customer Experience Strategist: Grant Smith

Broadcast Producer: Afrim Memed

Director & Editor: Jesse Richards

Head of Account Management: Matt Rose

Senior Integration Director: Tamsin Henley

Head of Media: Paul Murphy

Associate Connections Director: Marco Norder


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