Farm Pride produces 100% free range eggs.

But because egg producers have been “free” with their labeling, it can be difficult to get that message across. So GPY&R created indisputable evidence that Farm Pride has nothing to hide.

It displayed video feed from one of Farm Pride’s free range farms in Central Victoria on an oOH! Media mega screen to show the egg producer has nothing to hide.

The real footage is viewable on Melbourne’s latest electronic outdoor supersite at Melbourne’s Emporium.

“Farm Pride is one of Australia’s best known food brands which is very proud of the free range product they sell. This campaign strips the marketing jargon from the term, free range, and lets us all see exactly what goes on at Farm Pride’s farms. People are tired of being led on by food brands and I applaud Farm Pride for being so honest with us. It would be nice if more brands could do the same,” Ben Coulson, executive creative director of GPY&R Melbourne, stated.

The team at GPY&R worked with oOh! Media, who developed technology to bring Farm Pride’s cam to the newly installed mega screen on Swanson Street.

Farm Pride marketing executive, Sarah McLeod, explained, “At a time when there is confusion among consumers about packaging claims, we felt it was important to demonstrate, that our hens produce 100% free range eggs in certified free range farms. We wanted to show people what our farms look like, how the hens live and exactly why the eggs are so good.”

Creative credits: 

Agency: GPY&R Melbourne

Editors: Tom Marley & Maxine Dabrowski

Executive creative director: Ben Coulson

Copywriter: Ellen Fromm

Art director: Isabella Carusso

oOh! Media creative services: Laura Brealey