News

Palmolive highlights First Nations growers in new campaign

Palmolive has launched a new campaign to support its native Australian superfood-infused body wash, Palmolive Skin Food, highlighting the stories of First Nations growers.

The campaign, created in partnership with creative platform, Genero, reflects the brand’s discovery, when in discussion with industry supplier Native Extracts during product development, which revealed the huge underrepresentation of First Nations peoples in the native agriculture supply chain.

Other assets

Dan Newchurch 2″45′

“Native ingredients are on-trend, but First Nations representation in the native agricultural supply chain is low – industry bodies suggest less than 2%,” said Kate Johnson, senior brand manager at Colgate-Palmolive.

“We’re working with our supplier, Native Extracts, to ensure we’re consciously sourcing our native ingredients from First Nations growers and suppliers. There are some incredibly inspiring people working in the native agriculture sector, who we’ve had the privilege to work and partner with…  We’ve been so inspired by their stories, their connection with native food, and with country & culture, that we wanted to share their voices, to help inspire others.”

Palmolive partnered with creative platform Genero to find a creative team within their creative network, who could source and tell these stories in a genuinely authentic way.

The campaign is split into two parts, the first a content series that tells the stories of three First Nations growers, shining a light on their native Australian ingredients, traditional agricultural practices and connection to land. The series will run on NITV and is aimed at educating and inspiring First Nations involvement in the agriculture sector, addressing the issue of under-representation of First Nations peoples in the supply chain.

The second aspects is a consumer campaign featuring indigenous actor and Skin Food enthusiast, Miranda Tapsell. The campaign will run on Facebook, Instagram, TikTok and YouTube from 23 March 2023.

Production agency ‘We Believe’ led by executive director Andrew Coyle worked in partnership with First Nations director Cornel Ozies to deliver the campaign. The films were shot across various locations in Ngawait & Narungga country in rural South Australia, Djugan/Yawuru & Jabirr Jabirr country in Broome WA, and Ngannelong (Hanging Rock) in Victoria.

Kim Norman, MD for Genero Australia said: “Cornel is a remarkable talent who’s driven to tell stories that build connections with indigenous and mainstream Australia. With a groundbreaking documentary ‘Our Law’ on Netflix and great experience producing campaigns for big brands based around positive outcomes for indigenous people, we knew he’d be the perfect partner to produce this important campaign for Palmolive.”

“Our central philosophy for this campaign was the First Nations value of ‘we not me’,” Ozies explained. “Which reflected the growers’ approach to native agriculture. They all believed, if you care for country, country will care for you. And through their inherited knowledge they generously showed us how we can care for the land by using traditional methods.”

Executive and creative director Andrew Coyle, added: “Our aim was to create a campaign that built a connection between native agriculture and a wider audience. Along the way we were inspired by their knowledge, brought to tears at times and elevated by the connections we made with our First Nations growers. This all happened because we took the time to listen. My hope is that our audience may have a similar journey.”

Norman said: “This campaign highlights the importance of working with creative teams who have a deep understanding of the audience and culture a brand is trying to speak to. It’s a fantastic example of how brands can work with Genero’s global creative network to ensure they’re producing genuinely authentic content which is respectful of cultural nuance, offers unique perspectives and empowers diverse voices”.

“The ‘We not me’ campaign has been the result of significant collaboration between Genero, the We Believe creative and production teams, composer Tristan Barton, the VMLY&R Strategy team, Kantar Research, our Colgate-Palmolive team and the phenomenal First Nations growers in Australia that we’ve had the privilege to work with” said Colgate-Palmolive marketing director Anthony Crewes.

“Native foods are synonymous with First Nations people, culture and ancestral heritage. With natives being on-trend today across many FMCG products, there’s a great opportunity for manufacturers to support First Nations growers by taking a closer look at the supply chain and making conscious choices for inclusion.”

Credits

Director: Cornel Ozies
Executive & Creative Director: Andrew Coyle
DOP – David Guest
Editor – Trevor Holcomb
Producer – Jake Coombes
Executive Producer – Jason Byrne
Production Agency: We Believe
Production Platform: Genero
Strategy: VMLY&R
Research agency: Kantar
Music composition: Tristan Barton
Client: Colgate-Palmolive

ADVERTISEMENT

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

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

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