Australian brand Red Tractor Oats has launched its first major integrated brand platform ‘Properly Farmed Food’, via independent creative agency Kerfuffle. The brand’s platform is grounded in the belief that good food starts long before it reaches the bowl.
The new platform aims to reinforce Red Tractors commitment to doing things properly – from the way ingredients are sourced, to the partnerships with the farmers that sit at the heart of the business.
“Red Tractor was built on a simple belief – that when food is farmed properly, made properly and sourced properly, everyone benefits. ‘Properly Farmed Food’ reflects our commitment to creating a better future for people, communities and the land that sustains us. From the strong relationships we build with our farmers and producers to the care behind every product, this platform celebrates the people, practices and passion that help families thrive and bring better food into Australian homes every day,” said Suzanne Morrison, marketing and innovation director at Openway.
“What stood out immediately with Red Tractor was just how genuine the brand is, and the people behind it. There’s a real connection to farmers, quality and doing things the proper way, so using Mike – a real Red Tractor farmer – in the campaign felt like the most honest way to bring that to life,” added Josh Stephens, chief creative officer from Kerfuffle.
The integrated campaign, directed by Dom Meehan via Truce Production Co. with photography by Cory White via Hart & Co, is live nationally across all channels.
Credits:
Client: Openway Foods
Creative Agency: Kerfuffle
Media: Ryvalmedia
Production Company – Film: Truce Production
Co. Director – Film: Dom Meehan
Production Company – Photography: Hart & Co
Photographer: Cory White
Sound: Squeaky Clean
