According to a study in the UK, more than a third of 16 to 23-year-olds didn't know that bacon came from pigs and four in ten failed to link milk with an image of a dairy cow. That lack of understanding around provenance is quite concerning, but Silver Fern Farms and Colenso BBDO have embraced the farm to show consumers how easy they've made their lives with the ‘Going to Great Lengths’ campaign. And, with a win in the April round of Colmar Brunton's Ad Impact Award, it seems to have worked.
"This ad is highly credible, with viewers really engaging with the news about where their food comes from," says account director Harriet Dixon. "Delivered in a humorous way, this ad gives Silver Fern Farms a point of difference over other brands and creates a strong response, with consumers wanting to buy their products and feeling good about it."
The lamb, beef and venison farmers co-operative's campaign takes an unaware city-dweller through what it takes to create good meat (leaving out the slaughterhouse and abattoir for good taste).
“We do all the hard work, so all they need to do is pop them in the pan. It’s all about giving consumers confidence they can accomplish a great outcome, with ease, every time,” says the very appropriately-named general manager of marketing Sharon Angus.
A 45-second TVC and two 15-second ads started airing in April and will be followed by three more 15-second ads later this year. The TVCs were shot in November last year in Canterbury's Banks Peninsula, with filming directed by Robert Sarkies of Capital City Films (Two Little Boys, Scarfies).
Silver Fern Farms and Colenso BBDO's last campaign was in 2009, and it marked the first appearance of its bucket hat-wearing mascot farmer.
Accompanying the TVCs are digital promotions to promote the revamped Silver Fern Farms website, in-store promotions including flags and recipe booklets, and cooking events with celebrity chef and meaty ambassador Annabel Langbein.
Silver Fern Farms sells into the Tesco grocery chain in the UK, and digital elements of this campaign are being used overseas.
Client: Silver Fern Farms
General Manager Marketing: Sharon Angus
Marketing Manager: Nicola Johnston
Agency: Colenso BBDO
Creative Chairman: Nick Worthington
Executive Creative Director: Steve Cochran
Art Directors: James Tucker/Brett Colliver
Copywriter: Simon Vicars
Group Account Director: Jo Underdown
Account Manager: Dave Munn
Account Executive: Courtney Herbert
Planner: Sue Gill
Agency Producer: Katie Knight
Production Company: Capital City Films
Director: Robert Sarkies
Production Company Producer: Julia Elstone
Online Editor: Digital Sparks
Music and Sound: Liquid Studios