Aussie Farmers Direct launches ‘Shop fair, eat fresh’ campaign to counter imported food
Grocery delivery service Aussie Farmers Direct has launched a nationwide campaign in a move to “jolt” consumers into buying local, rather than imported foods.
Created by Akkomplice Group Australia, the “Shop fair, eat fresh” campaign is fronted by The Farmer Wants a Wife host Natalie Gruzlewski and opens with a provocative question: “do you know where your food is really from?”
This is great news! I look at all the labels of what I buy to see where it comes from as I’m consciously trying to reduce my impact. After all, every drop in the ocean counts! Fab campaign and I hope people take note! Well done!
Aussie Farmers are rattling the cages of an entire category, challenging Australians to consider the big picture, reflect on their own position and change their behaviour…in one campaign.
Congratulations Akkomplice! That’s one hell of a brief and sounds like an exciting client to partner with.
Good on’ya, stick it to Coles and Woolworths!
I linked to this in another Mumbrella article this week (actually about Woolworths’ and their plans to cut prices even further) but worth pointing out here too…
Last Monday’s 4Corners story on long term exploitation of overseas workers in Australian food production was eye-opening for me and also worth noting. If you missed the story take a look on iView here – http://www.abc.net.au/4corners.....227055.htm
I’d be interested in Farmers Direct’s response to this.
Great to see an Australian business backing their local suppliers and providing consumers with the facts. As an industry we need to create more brave campaigns supporting our local producers. Great work Aussie Farmers Direct Akkomplice
It helps having a nice face to look at too
I would have sneaked in the line about ‘the food not having to withstand traveling thousands of kilometers’
Like it. Good to see someone taking on Coles and Woolies, its about time we all asked the hard questions to our biggest supermarkets
How old is our “fresh produce”?
How clean is the environment that our “fresh produce” is harvested from?
How about supporting our own farmers?
Well done Akkomplice!