It's more au fait with ploughing and harvesting, but the New South Wales Farmers association is embarking on its first major marketing campaign as part of an effort by CEO Matt Brand to make the organisation more marketing focussed.
Press and digital ads over the next three weeks mark the first phase of what CEO Matt Brand says is more like a relaunch for the association. The second “more emotional” phase of marketing will role out next month.
It will be the first time the organisation has used marketing to push its agenda to both members and non-members and hopes people will get a better understanding of what it does.
The former Diageo, Bundaberg and Australian Rugby Union marketer told AdNews that part of the reason to use more marketing is that further down the line the farming organisation would like to see its name becoming an accreditation mark that leads credibility to produce that comes from Australian farmers.
He says the consumer interest in the slow food movement, provenance and knowing where food comes from “fits in perfectly” with its membership.
“We want people to look at it and see that behind the food there are Australian farm families that aren’t that different from the people in the city, and tell that authentic story about where food comes from. That's quite a big story at the moment,” he said.
“I spent seven years at Diageo and Guinness where building brands and putting the customer at the heart was everything. It's not that different for a member organisation. Marketing is about developing an understanding of customers or members and trying to make sure they are getting value.”
NSW Farmers worked with creative agency The Gene Pool Project and The Media Essentials on media planning.
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