Aussie Farmers Direct launches ‘Shop fair, eat fresh’ campaign to counter imported food
Grocery delivery service Aussie Farmers Direct has launched a nationwide campaign in a move to “jolt” consumers into buying local, rather than imported foods.
Created by Akkomplice Group Australia, the “Shop fair, eat fresh” campaign is fronted by The Farmer Wants a Wife host Natalie Gruzlewski and opens with a provocative question: “do you know where your food is really from?”
The campaign follows a recent hepatitis A scare when Patties Foods was forced to withdraw several Nanna’s frozen berry products after several Australians became sick from eating the Chinese-processed goods.
Aussie Farmers Direct said more than $12 billion of food is imported annually into Australia.
Aussie Farmers Direct CEO Keith Louie: “There has been a lot said about imported food recently, but now is the time for action. 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 70,000 kms or almost twice around the world.”
The campaign is across TV, out of home, digital, PR and social media and coincides with a revamp of Aussie Farmers Direct’s online shopping experience.
Kenny Hill, managing director of Akkomplice said: “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.”
Credits:
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
This is great news! I look at all the labels of what I buy to see where it comes from as I’m consciously trying to reduce my impact. After all, every drop in the ocean counts! Fab campaign and I hope people take note! Well done!
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Aussie Farmers are rattling the cages of an entire category, challenging Australians to consider the big picture, reflect on their own position and change their behaviour…in one campaign.
Congratulations Akkomplice! That’s one hell of a brief and sounds like an exciting client to partner with.
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Good on’ya, stick it to Coles and Woolworths!
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I linked to this in another Mumbrella article this week (actually about Woolworths’ and their plans to cut prices even further) but worth pointing out here too…
Last Monday’s 4Corners story on long term exploitation of overseas workers in Australian food production was eye-opening for me and also worth noting. If you missed the story take a look on iView here – http://www.abc.net.au/4corners.....227055.htm
I’d be interested in Farmers Direct’s response to this.
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Great to see an Australian business backing their local suppliers and providing consumers with the facts. As an industry we need to create more brave campaigns supporting our local producers. Great work Aussie Farmers Direct Akkomplice
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It helps having a nice face to look at too
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I would have sneaked in the line about ‘the food not having to withstand traveling thousands of kilometers’
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Like it. Good to see someone taking on Coles and Woolies, its about time we all asked the hard questions to our biggest supermarkets
How old is our “fresh produce”?
How clean is the environment that our “fresh produce” is harvested from?
How about supporting our own farmers?
Well done Akkomplice!
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