Created by Akkomplice Group Australia, the campaign poses the question “do you know where your food is really from?”
“There has been a lot said about imported food recently, but now is the time for action,” said Keith Louie, CEO of Aussie Farmers Direct.
“We at Aussie Farmers Direct are asking Australians to take a closer look at their groceries. We have the best farming in the world and yet an average shopping basket of 25 items has travelled a staggering 70,000kms or almost twice around the world.”
The campaign spans TV, out of home, digital, PR, and social media to coincide with the release of an updated online shopping experience for customers.
“The work is designed to jolt people into rethinking their grocery shopping habits with some provocative messages, but also takes an optimistic stance by showing just how easy it is to try Aussie Farmers Direct and get behind Australian farmers”, said Kenny Hill, MD of Akkomplice.
Fronting the campaign on TV and online is new Aussie Farmers Direct brand ambassador, Natalie Gruzlewski.
The TVC starts on Channel Seven, along with street posters in capital cities on May 10, with major outdoor sites go live from May 17.