Farm Pride shows how free range its eggs are in Free Range Cam campaign via GPY&R Melbourne
Farm Pride, a leading supplier of 100% free range eggs, has today launched a new outdoor campaign via GPY&R Melbourne, that demonstrates how exactly free range its eggs are.
The campaign uses real footage from one of Farm Pride’s free range farms in Central Victoria and displays the video feed (with nothing to hide) on Melbourne’s latest electronic outdoor supersite at Melbourne’s Emporium.
The team at GPY&R worked directly with oOh! Media, who developed technology to bring Farm Pride’s cam to the newly installed mega screen on Swanson Street.
Says Sarah McLeod, marketing executive, Farm Pride: “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.
“We wanted to show people what our farms look like, how the hens live and exactly why the eggs are so good.”
Says Ben Coulson, ECD, GPY&R Melbourne: “Farm Pride is one of Australia’s best known food brands which is very proud of the free range product they sell. This campaign strips the marketing jargon from the term ‘Free Range’ lets us all see exactly what goes on at Farm Prides farms. People are tired of being led-on by food brands and I applaud Farm Pride for being so honest with us. It would be nice if more brands could do the same.”
Editor: Tom Marley/Maxine Dabrowski, GPY&R Melbourne
Executive Creative Director: Ben Coulson, GPY&R Melbourne
Copywriter: Ellen Fromm, GPY&R Melbourne
Art Director: Isabella Carusso, GPY&R Melbourne
Senior Account Manager: Lachy Larmour, GPY&R Melbourne
National Sales and Marketing Manager – Farm Pride: Ian Savenake
Marketing Executive – Farm Pride: Sarah McLeod
oOh! Media Creative Services: Laura Brealey
21 Comments
If it’s a live feed why are the first line of the credits for two editors???
Congratulations ladies!
Good and simple. Sometimes you can’t beat proof.
Aren’t consumers also being led on by Farm Pride because they supply cage eggs as well??
Sure you say your free range eggs are from fully free range farms but you conveniently leave out you cage chickens anyway.
When the did QR codes on egg cartons to show you a live feed of when the hens lived.
http://www.producenews.com/markets-and-trends/10074-using-social-media-to-communicate-with-customers-and-provide-more-value
See what I did there?
Eggcellent!
What do you see when night falls? Nothing?
This is cool. So cool I’m compelled to post. Nice one.
Super simple, very good.
Thanks for noticing us ‘Um’, not many people give a shout out to editors. To answer your question, we had to set up the cams and monitor the feed.
It’s bloody good, bugger.
Well done girls, you are lighting it up over at Patts.
Since 2011. http://www.ecoeggs.com.au/chookcam/
And another… http://www.sunnyqueen.com.au/chooktracker/
this is mildly interesting now – I can see that other free range egg suppliers have webcams. But do they stream them to their outdoor sites?
Just in time for award season.
Well done ladies. What a fresh use of media. It doesn’t matter that the idea exists in other forms. It matters that you got there the firstest with the mostest in an original Media Format. Big Up. and booooo to the haters.
Sunny Queen did the first ‘egg cam’ back in early 2011. So, this isn’t a new idea. Streaming it to an outdoor site is.
Having a web cam isn’t the new idea here, using it on a BB ad is.
I love it BTY, very fresh (see what i did there)
I wonder if the agency still has the Cannes Entry Coundown Clock over the stairs these days?
Hey Ellen. Hey Bella. Good work. Like.