Ardmona continues drive to connect farmers with consumers in new ‘buy local’ campaign

Advance Australia Fair the soundtrack to a new patriotic Ardmona ad

Ardmona: Advance Australia Fair leads new campaign

Ardmona continues its drive to link farmers with consumers by launching a new campaign based around the national anthem.

The work, through Leo Burnett in Melbourne, focuses on Australian tomato growers and uses a modernised version of Advance Australia Fair to showcase the role famers play in society and the quality of Ardmona’s produce.

With a farm set as the backdrop to the campaign, a girl recites the anthem, linking its images directly with the the words.

The ad follows the tomatoes from planting to cannery and finally to the supermarket shelf, where a woman looks at a tin of imported Italian tomatoes before reaching for the Australian brand.

It ends with the the girl saying “Advance Australia Fair” and the tagline on screen: “The best tomatoes grow in golden soil” and continues with the Ardmona hashtag #buyhomegrown.

Leo Burnett Melbourne chief creative officer,  Jason Williams, said that the ad was aimed at showing the power consumers had to impact on the lives of other Australians.

“The decisions we make at the supermarket shelf can have a profound effect on products and, in this case, the lives of the families who produce them,” Williams said.

“We want to ignite patriotism in consumers so they think twice next time they’re at the shelf.”

The campaign follows on from the successful #MyFamilyCan campaign which saw the brand’s labels to feature real farmers.


Agency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
Creative Director: Michelle Walsh
Senior Art Director: Mike Fritz
Chief Executive Officer: Melinda Geertz
Group Account Director: Ari Sztal
Account Manager: Kenneth Chow
Producer: Cinnamon Darvall
Director of Integrated Strategy: Ilona Janashvili
Strategy Planner: Emily Gould
Head of Social: Chris Steele
Associate Digital CD: Tim Shelley
Production Company: Studio Pancho
Director: Lizzy Bailey
Producer: Francesca D’Orazio
DOP: Aaron Farrugia
Editor: Chris Ward
Sound: Sound Lounge
Client: SPC Ardmona
GM Marketing & Innovation: Mark Connolly
Head of Brand Marketing: Anand Surujpal
Media Agency: Slingshot

Simon Canning


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