THE BILLBOARD WITH NOTHING TO HIDE

TitleTHE BILLBOARD WITH NOTHING TO HIDE
BrandFARM PRIDE FOODS
Product / ServiceFREE RANGE EGGS
CategoryB01. Fast Moving Consumer Goods
EntrantGPY&R Melbourne, AUSTRALIA
Entrant Company GPY&R Melbourne, AUSTRALIA
Advertising Agency GPY&R Melbourne, AUSTRALIA
Media Agency OOH! Sydney, AUSTRALIA
PR Agency PPR SYDNEY Sydney, AUSTRALIA

Credits

Name Company Position
Ben Coulson GPY&R Chief Creative Officer
Ellen Fromm GPY&R Copywriter
Isabella Caruso GPY&R Art Director
Lachy Lamour GPY&R Account Director
Romanca Jasinski GPY&R Agency Executive Producer
Tom Marley GPY&R Editor
Maxine Dabrowski GPY&R Editor

The Campaign

"At a time when there is confusion among consumers about packaging claims, we felt it was important to demonstrate, that our hens produce 100% free range eggs in certified free range farms.” Sarah McLeod, marketing executive, Farm Pride. The objective set by Farm Pride led us to the insight that most consumers try and do the right thing by buying free range eggs. Currently over 40% of eggs in Australia are sold as free-range, but with no national definition for the term, consumers were growing increasingly confused and distrusting of free-range claims. ‘The billboard with nothing to hide’ used innovative creative and tactical media placements to confirm Farm Pride’s reputation as Australia’s leading free-range egg supplier, among new and existing consumers. The campaign for Farm Pride built trust in their brand, which is remarkable as the category is full of confusing claims and unregulated labels. The billboard actively engaged customers, established brand loyalty and saw a rise Farm Pride sales across Australia - all at a time when the industry was under scrutiny. As a result of this timing, we gathered widespread, positive PR and engaged in the nationwide conversation - 'how free is free-range?'

The Brief

We wanted prove, beyond a doubt, just how free range Farm Pride eggs actually are. We wanted to do something original, bold and honest to reach new consumers and build trust in our existing customers. By achieving these goals, we created a conversation, gathered PR and caught the attention of everyday Australians. By live streaming Farm Pride’s farm onto digital screens, we actively engaged our audience and ensured Farm Pride and their 100% free range eggs we top of mind when our consumers entered the food market.

Results

As a relatively small egg distributer, the main objective of this campaign was awareness and brand recall at the register. Every day the ad ran, Farm Pride eggs sold out in Melbourne’s CBD. We generated over $1.5 million in PR and well over $3.8 million in earned media. Most importantly Farm Pride re-established themselves as the leading free-range egg suppliers in Australia.

Execution

We worked directly with oOh! Media in Sydney to set up cameras that live streamed the Farm Pride farm onto digital outdoor sites across Australia. By securing Path to Purchase sites, Farm Pride and their 100% free range eggs we top of mind when consumers entered the food market. The campaign ran across various outdoor sights for a month. In that time, Farm Pride saw their biggest sales increase ever.

The Situation

Australians try and do the right thing by buying free-range eggs, but due to unregulated labeling on egg cartons, they are tired of being misled by food brands. Farm Pride is one of Australia's better known FMCG brands and are very proud of the free range product they sell. This campaign strips the marketing jargon from the term 'Free Range' and lets us all see exactly what goes on at the Farm Pride farms.

The Strategy

Farm Pride has been supplying Australian families with quality fresh eggs for more than 75 years. Australians know our brand and we wanted to demonstrate that we understood urban families, where they shopped and what mattered to them. To achieve this and to create cut-through, we implemented a simple media plan. By securing Australia’s busiest outdoor sites, all situated near large food markets, our message was top of mind when consumers stood in front of the egg aisle. Due to our strategy and the media positioning, we maximized Farm Pride’s results.