Farm Angels breaks through $500K fundraising goal with flanno season campaign via Sunny
A powerful blend of storytelling, influencer support and multi-channel media strategy has helped national charity Farm Angels raise more than $522,000 in its record-breaking 2025 Flanno for a Farmer campaign.
Led by independent agency Sunny Advertising, this year’s campaign marked a strategic shift from a single “Flanno Day” to a full “Flanno Season”, giving supporters the freedom to participate anytime throughout August. The result was a 25% increase in total fundraising from the previous year and a deeper emotional and social connection with audiences across Australia.
The campaign had two clear goals:
First, to raise funds so that Farm Angels can continue supporting Aussie farmers facing natural disaster, many of whom are subsequently affected by financial hardship and alarmingly high rates of suicide.
Second, to show farmers that they’re not alone, that Australians everywhere care deeply about their wellbeing and future.
Farm Angels CEO Jason Law said the broader campaign window, combined with expanded brand partnerships with Travla, IGA, Lowes Menswear, Sci-Fleet Toyota, RDO Equipment, and Mortgage Choice, together with national media and social media coverage, helped elevate the movement’s reach and resonance: “Flanno for a Farmer has always had strong grassroots support, but in 2025, we saw a significant shift in visibility and momentum. Working with our lead agency, Sunny Advertising, we told our story on a bigger stage while staying true to our heartland communities.
“Partners like our official Flanno Partner Lowes Menswear enabled us to raise over $95,000 through their donation of 2,000 limited edition flannos along with Travis Fimmel’s Travla beer brand were instrumental in helping us to achieve our fundraising target. The national IGA network saw us get directly in front of shoppers at 673 stores with the fundraising tokens selling out multiple times.
“Travis brought credibility and connection, his influence helped drive not just donations, but national conversation. Through his beer brand Travla, we managed to increase fundraising support with an entire day’s sales of Travla beer donated to the cause. He also provided ambassador content and social media collaborations that reached hundreds of thousands of Australians as well as fans internationally.”
The campaign featured a mix of cinematic farmer storytelling, collaborative ambassador posts, community-led fundraising, and matched giving moments thanks to Ray White Rural, with audiences responding strongly to both heartfelt content and the invitation to take real action.
Sunny Advertising Director Lizzie Henebery said the campaign’s success was the result of meticulous strategic planning and seamless execution across multiple platforms: “We shifted the message from a single day to an inclusive season, Flanno Season, which helped remove participation barriers and maintain momentum throughout August.
“Our team led a fully integrated campaign across social media, influencer management, Meta ads, email marketing and PR, partnering with Good PR to extend national reach and secure high-quality media and influencer engagement.
“Flanno Season achieved over 17.4 million video views, a 76% growth in social followers, and a 53% increase in average donation size. These results speak to the power of purposeful creative, backed by disciplined planning.”
With community fundraising and corporate giving combining for unprecedented results, Flanno Season 2025 proves that with the right strategy, one shirt can start a movement.
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