Aussie Farmers Direct approached Akkomplice to help re-energise the brand and connect it with a wider audience.
The resulting work takes take the fight to the supermarket giants, cutting through with provocative questions around food provenance against a backdrop of public concern over misleading labeling and contaminated foreign produce.
Akkomplice led the comms strategy, creative development, all production and brought on board new brand ambassador Natalie Gruzlewski.
In addition, Akkomplice initiated the overhaul of the social content and in-house customer magazine, brokering a partnership with Bauer Publishing – resulting in its recent relaunch as “Dig In” magazine with a bi-monthly print run of 100,000.
Media33 (media planning and buying); Dogboy (directors); The Pound (production company); Natalie Taylor (producer)