Agriculture brand Nufarm leverages its local credentials and appeals to Australian farmers

Nufarm, a world leader in seeds and crops protection solutions, is appealing to the patriotism of Australian farmers by leaning into the trials and tribulations they have faced in recent years in its new campaign.

The ‘Australian Through and Through’ campaign comes from Cummins & Partners, which was appointed to the creative and media accounts for the brand in June.

The TVC feature scenes from regional Australia over time in order to reinforce Nufarm’s credentials as an Australian community focused business.

“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,” said David Ryan, Nufarm’s ANZ marketing lead.

Sean Cummins, CCO & partner at Cummins & Partners, added: “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 campaign will run from throughout 2020 and into 2021. It will appear on TV, digital, and out-of-home, and will be supported by activations in regional areas.


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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