Nufarm heroes Australia’s regions to fuel economic recovery via Cummins&Partners

24 September 2020

Creative Agency: Cummins&Partners

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The Australian Through & Through campaign comes after C&P was awarded creative and media responsibilities for Nufarm’s brand work in June.

Cummins&Partners has launched its first campaign for Nufarm, one of the world’s leading developers and manufacturers of seeds and crop protection solutions, headquartered in Melbourne.

The Australian Through & Through campaign comes after C&P was awarded creative and media responsibilities for Nufarm’s brand work in June.

The national brand campaign celebrates regional positivity and focus, reminding farmers, retailers and regional Australians about Nufarm’s Australian credentials. Because they’ve never been more important. It features a local farming family, retailer and Nufarm sales representative.

“This campaign launches a platform that aims to drive an ongoing behaviour change in Australian farmers to buy Australian, the exact action our farmers need Australian consumers to take right now,” says Nufarm ANZ marketing lead David Ryan.

Nufarm is the only global crop protection brand with significant manufacturing assets in Australia and its commitment to being a true partner for growth includes focusing on our Australian heritage.

"The Nufarm brand is about working with Australian farmers to solve the problems they face. And lately they've been through a lot," says Cummins&Partners chief creative officer and partner Sean Cummins.

"Nufarm goes through it with them. Because they are Australian through and through."

The Australian Through & Through campaign depicts authentic scenes of the trials and tribulations of 2020.

Every scene in the campaign reflects the resilience and grit of regional Australians and will be visible from mid-September throughout 2020 and into 2021, spanning TV to digital to OOH, plus community sponsorships and activations that support regional economies.

Credits

Client: Nufarm Australia
ANZ Customer Marketing Lead: David Ryan
Corporate Affairs Manager: Yvonne McKay
Digital Marketing & Loyalty Lead: Karalee Evans
Global Head of Brand, Digital and Content Strategy: Lynne Preston

Talent:
Jane Winter-Irving – Nufarm Business Development Manager
The Altmann family
Western Ag

Creative & Media Agency: Cummins&Partners
Chief Creative Officer: Sean Cummins
Senior Copy Writer: Leah Dunkley
Senior Art Director: Chay O’Rourke
Senior Designer: Rowan Hammerton
Chief Strategy Officer: Tom Ward
Strategy Director – Connections: Bec Alexander
Customer Experience Strategist: Grant Smith
Broadcast Producer: Afrim Memed
Director & Editor: Jesse Richards
Head of Account Management: Matt Rose
Senior Integration Director: Tamsin Henley
Head of Media: Paul Murphy
Associate Connections Director: Marco Norder

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