Ardmona and Leo Burnett aim to ignite patriotism in the shopping aisles.
Ardmona have recreated the Australian National Anthem to give more meaning to the words we’ve heard so many times before.
In the ad, by Leo Burnett Melbourne, Aussie tomato growers and their families use the lyrics to the anthem to highlight the quality of home-grown produce and encourage shoppers to be more patriotic in the shopping aisle.
Leo Burnett Melbourne chief creative officer Jason Williams says: “The decisions we make at the supermarket shelf can have a profound effect on products and, in this case, the lives of the families who produce them. We want to ignite patriotism in consumers so they think twice next time they’re at the shelf.”
The launch follows Leo Burnett’s #MyFamilyCan campaign, which saw SPC and Ardmona cans re-labelled to feature Aussie farmers and their families.
Agency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
Creative Director: Michelle Walsh
Senior Art Director: Mike Fritz
Chief Executive Officer: Melinda Geertz
Group Account Director: Ari Sztal
Account Manager: Kenneth Chow
Producer: Cinnamon Darvall
Director of Integrated Strategy: Ilona Janashvili
Strategy Planner: Emily Gould
Head of Social: Chris Steele
Associate Digital CD: Tim Shelley
Production Company: Studio Pancho
Director: Lizzy Bailey
Producer: Francesca D’Orazio
DOP: Aaron Farrugia
Editor: Chris Ward
Sound: Sound Lounge
Client: SPC Ardmona
GM Marketing & Innovation: Mark Connolly
Head of Brand Marketing: Anand Surujpal
Media Agency: Slingshot