Ardmona and Leo Burnett Melbourne are giving
more meaning to a song we've heard a thousand times before, yet probably
don't even remember the words to - the Australian National Anthem.
They've
produced a heartfelt film featuring Aussie tomato growers and their
families that modernises Advance Australia Fair, giving the words
renewed relevance. It uses the lyrics poignantly to highlight the superb
quality of our home-grown produce and encourage shoppers to be more
patriotic at the shelf by choosing home-grown tomatoes over cheaper
imports.
VIEW THE FILM
Says Jason Williams, chief creative officer, Leo Burnett Melbourne: "As
consumers, we're a lot more powerful than we think. The decisions we
make at the supermarket shelf can have a profound effect on products
and, in this case, the lives of the families who produce them. We want
to ignite patriotism in consumers so they think twice next time they're
at the shelf."
The campaign comes at a time when the quality and
integrity of imported produce has been seriously called into question.
Reports have shown that the gross exploitation of migrant workers is
still rife in the Italian tomato industry and just recently, Ardmona won
its anti-dumping case against 105 Italian producers, which proved they
had been illegally dumping excess product in Australia, undercutting
Ardmona on price.
Says Mark Connolly, GM marketing and innovation, Ardmona: "In light of recent events, we set out to highlight
our Australian provenance in a provocative way and we think the
commercial definitely achieves that. It also reflects SPC's end-to-end,
paddock-to-plate investment and commitment to Australian tomatoes - from
partnering with our fantastic, dedicated growers, to investing in a new
state-of-the-art tomato processing plant at our Shepparton factory."
Filmed
in and around Rochester, in Victoria's "Fruit Bowl," the launch follows
Leo Burnett's hugely successful #MyFamilyCan campaign, which saw SPC
and Ardmona cans re-labelled to feature Aussie farmers and their
families. The commercial will be integrated into home-grown content and
supported by PR and social media, which has already generated a
significant amount of passionate conversation from patriotic
Australians.
Agency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
Creative Director: Michelle Walsh
Senior Art Director: Mike Fritz
Chief Executive Officer: Melinda Geertz
Group Account Director: Ari Sztal
Account Manager: Kenneth Chow
Producer: Cinnamon Darvall
Director of Integrated Strategy: Ilona Janashvili
Strategy Planner: Emily Gould
Head of Social: Chris Steele
Associate Digital CD: Tim Shelley
Production Company: Studio Pancho
Director: Lizzy Bailey
Producer: Francesca D'Orazio
DOP: Aaron Farrugia
Editor: Chris Ward
Sound: Sound Lounge
Client: SPC Ardmona
GM Marketing & Innovation: Mark Connolly
Head of Brand Marketing: Anand Surujpal
Media Agency: Slingshot