Less urban farming, more support to Aussie Farmers.
Australian Farmers Direct has launched a multichannel campaign showing families how to grocery shop in a way that benefits farmers.
Rolling out across a series of TVCs and out of home billboards, the campaign highlights the importance of supporting Australian farmers and parodies the recent trend of inner-city dwellers attempting 'urban farming'.
Marketing director of Aussie Farmers Direct, Peter Bakker, says the campaign hopes to curb the number of people taking up in-home farming and encourage them to instead buy produce from professional farmers.
The campaign also introduces the launch of the new online-produce website 'The General Store'.
The General Store lets customers get their full food and grocery shop with Australian Farmers direct and “say goodbye to the supermarket in the process”, says Bakker.
