Farm Pride: The Billboard With Nothing To Hide

Credits & Description:

Media: Use of Media
Category: Use of Media: Use of Outdoor
Award: Silver Spike
Client: FARM PRIDE FOODS
Product: FREE RANGE EGGS
Product/Service: FREE RANGE EGGS
Advertising Agency: GPY&R Melbourne, AUSTRALIA
Media Agency: OOH! Sydney, AUSTRALIA
Chief Creative Officer: Ben Coulson (GPY&R)
Copywriter: Ellen Fromm (GPY&R)
Art Director: Isabella Caruso (GPY&R)
Account Director: Lachy Lamour (GPY&R)
Editor: Tom Marley (GPY&R)
Editor: Maxine Dabrowski (GPY&R)
Agency Executive Producer: Romanca Jasinski (GPY&R)
Brief Explanation
"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.
This objective led us to the insight that most consumers try and do the right thing by buying free range eggs. However due to unregulated labeling on egg cartons, Australian consumers were growing increasingly confused and distrusting of free range claims. The Billboard with Nothing to Hide, helped Farm Pride prove, beyond a doubt, just how free-range their eggs actually are.
Results and Effectiveness:
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.
Creative Execution:
We worked directly with a Media agency 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.
Insights, Strategy and the Idea:
Farm Pride has been supplying Australian families with quality fresh eggs for more than 75 years.
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.