City family turns ‘farmer’ in latest Aussie Farmers Direct campaign by Akkomplice

Leaving farming and fresh food to the experts is the key message behind a new campaign by Aussie Farmers direct pushing its dinner box range.

Created by independent Melbourne-based agency Akkomplice, the ads feature a mum and dad who are trying to conduct farming activities within their city confines.

The ad spots show a mum doing the school run and supermarket shopping in a tractor and a dad training the family dog like a sheepdog and trying to milk a cow.

At the end of each ad, the kids make sure dinner is on the table, by ordering groceries directly through Aussie Farmers direct.

The new campaign celebrates Aussie Farmers Direct’s new dinner box range which includes recipe cards.

Peter Bakker, marketing director at Aussie Farmers Direct said the campaign aimed to demonstrate how the Aussie Farmers’ range has grown to meet consumer needs.

“The campaign highlights how easy it is to put delicious meals on the table using one of our great value dinner boxes,” said Peter Bakker, marketing director at Aussie Farmers Direct.

As part the campaign, other ads highlight the non-food items that are available through Aussie Farmer Direct’s website, which eliminate the supermarket process, as well as the support of the Australian Dairy Farmers.

Kenny Hill, creative director of Akkomplice said the campaign was a “fun” way of communicating a serious message about Australian farming.

“It’s a fun, engaging way to deliver what is a very serious message in Australia right now”, said Hill.

The ads were directed by Mitch Kennedy from the Producers, with photography by Jon Webb. The campaign will run across outdoor, online and TV.


  • Client: Aussie Farmers Direct
  • Marketing Director: Peter Bakker
  • Marketing Manager: Nicole Georgelos
  • Agency: Akkomplice Group Australia
  • Creative Director: Kenny Hill
  • Production Co: The Producers
  • Director/DOP: Mitch Kennedy
  • Producer: Noelle Jones
  • Post: Manimal
  • Music: Ack Kinmonth
  • Photography: Jon Webb
  • Media: Vizeum

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.