My Land, Your Land, Ireland Campaign
Agri Aware are a non-for-profit industry body who raise the profile of the agri food sector in Ireland. They are responsible for communicating the positive impact that the agri sector has on Ireland and its people.
The brief was to connect the public with the key benefits of agriculture to our economy and society. Including Agri’s role in maintaining economies of small towns in Ireland, food quality and providence, sustainable farming, and economic benefit in terms of employment and exports.
THE CREATIVE CONCEPT
My Land, Your Land, Ireland.
A simple message based on the one thing that makes us all Irish, and that is that we come from this land. We have a duty to protect this land and to treasure this land to act as custodians of this land for future generations.
We drafted a pros piece that formed the essence of all the messaging. This appeared as advertising in the national press. From here the campaign went “on the road” with activations at Bloom, The Tullamore Show, Electric Picnic and The Ploughing Championships and included everything from cookery demonstrations to tattoos. The campaign continues to run over 12 months and is still very active with radio, digital, TV, cinema and airport OOH.
As we write, Sean O’Brien, Irish Rugby Player and Tullow farmer has launched Agri Aware’s photo competition which is open to all with great prizes such as rugby tickets and a night at the Shelbourne. The winning image will also be chosen as part of the annual airport campaign in April. To enter simply take a photo of what agriculture means to you and post to Instagram tagging @agriaware and #agrishoot. For full details, see www.agriaware.ie/photocomp Get snapping!!
HOW DID IT GO
The campaign was launched with a sustainable garden unveiled at Bloom and from there it has gathered considerable momentum. Engaging with the target audience, both in the agri food sector and at the key events Tullamore/The National Ploughing Championships and more broadly with the urban population, making the connection between the food and beverages consumed in the bars and hostelries in Dublin, Cork etc. and where they have come from.