City Family Turns ‘Farmer’ in Latest Aussie Farmers Direct Campaign


Article published on Mumbrella 17. February 2017.

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.

Aussie Farmers Direct

Peter Bakker (marketing director); Nicole Georgelos (marketing manager); Akkomplice (agency); Kenny Hill (creative director); The Producers (production company); Mitch Kennedy (director/DOP); Noelle Jones (producer); Manimal (post); Ack Kinmonth (music); Jon Webb (photography); Vizeum (media)

See the work here.

View the original article on Mumberella.

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