What does "free range" actually mean? Farm Pride shows you with its new 'Free Range Cam'.
In an outdoor campaign by GPY&R Melbourne and Ooh!Media, footage from one of Farm Pride's farms in Central Victoria will be displayed on the newly installed mega screen at Melbourne's Emporium on Swanson Street for 48 hours.
Farm Pride marketing executive Sarah McLeod said: “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.”
GPY&R Melbourne executive creative director Ben Coulson commended the brand for its bravery.
“This campaign strips the marketing jargon from the term ‘Free Range’ lets us all see exactly what goes on at Farm Prides farms,” Coulson said.
“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”,
