Harris Farm takes local produce battle to supermarket giants with pop-up store campaign

Harris Farm Markets will kick off a campaign this weekend as it looks to take the “shop local” fight to the larger supermarkets chains.

Pop-up stores will appear outside Harris shops each weekend for three months in New South Wales that will only sell product sourced within 150km.

Harris said the move was sparked by what it claimed as growing interest among shoppers about where their food comes from.

Co-chief executive Tristan Harris said: “We believe it’s about time local meant local again, not just Australian-grown like the other major supermarkets advertise.

“We wanted to put a stake in the ground by defining local food as food that’s grown within 150km of each of our stores, to give our customers a choice to buy local and support their community.”

The new Love Local initiative will educate shoppers on the benefits of buying from within their local area, Harris said, adding that the distance travelled by food in the average shopping basket is 70,000km, the equivalent of almost twice around the world.

The campaign includes the appearance of a local grower at the pop-up stores.

“We’re aiming to honour our responsibility as a grocer to educate our shoppers on the real stories behind where their food comes from, and how they can support their local economy by buying truly local,” Harris said.

Creative agency Special Group worked closely with the Harris Farm marketing team to develop the campaign strategy, campaign name and the campaign look and feel ahead of it being rolled out across all the key retail communication channels and retail point of sale elements.

Liquid Ideas is understood to have played a key role in developing the PR strategy and the supporting Love Local short film that highlights the customer insight that we’ve all lost our connection with where our food comes from, who grows it and how far it’s travelled before reaching your plate


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