To create a communication strategy promoting Beerenberg’s values through social, PR and mainstream media channels.
Created by sixth generation Australian farmers, Beerenberg has first hand experience of the many challenges that Australian producers face. This, along with a passion for supplying locally grown food to Australian consumers formed the basis behind the Honesty Box photography exhibition. The Honesty Box is a celebration of Australian farmers, our quiet achievers. It’s also a tribute to the beautiful landscape of rural Australia and the stories of food provenance. Facilitating the brand to share their own story and those of their fellow producers, Tiny Hunter created a communications strategy that introduced the idea of the Honesty Box exhibition.
The honesty box is an age old trust-based system of selling produce from the farm gate. The honesty box philosophy embodies the simple pleasures of buying seasonal produce directly from the source, a philosophy that aligns with Beerenberg’s core ‘from our farm with love’. Grounded in the brand’s authenticity, The Honesty Box photographic exhibition provided a potent vehicle to tell real stories of people and their produce. The exhibition’s images share the legends, lives and spirit of farming across the nation and supported with a strategic media campaign, these stories were seeded through social, PR and mainstream media channels.
A successful launch of the exhibition saw farmers, celebrities and media share food, knowledge and a great time. A handcrafted wooden Honesty Box was set up for audience participation. Guests were invited to drop a donation in the box and in return take home Beerenberg products. Each photograph on display was auctioned with money raised for charity Australian Farmers Federation. Paul West, host of Foxtel’s River Cottage, created an interesting debate on rural farming issues, interviewing the showcased farmers. A robust PR, digital and social campaign was executed to ensure great awareness and high level audience engagement.
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