Simplicity is wonderful in advertising. It stands out in a mob of wordy promises. Kerfuffle has given Australian brand, Red Tractor Oats, the simple single-minded promise, Properly Farmed Food. Withjust three words the platform underlines everything Aussies they know is good for them. Behind the words is Red Tractor’s commitment to doing things properly – from the way ingredients are sourced, to the partnerships with the farmers that sit at the heart of the business.

Suzanne Morrison, marketing and innovation director at Red Tractor parent, Openway Foods, stated, “Red Tractor was built on a simple belief – that when food is farmed properly, made properly and sourced properly, everyone benefits. ‘Properly Farmed Food’ reflects our commitment to creating a better future for people, communities and the land that sustains us. From the strong relationships we build with our farmers and producers to the care behind every product, this platform celebrates the people, practices and passion that help families thrive and bring better food into Australian homes every day.”

Josh Stephens, chief creative officer from Kerfuffle, added, “What stood out immediately with Red Tractor was just how genuine the brand is, and the people behind it. There’s a real connection to farmers, quality and doing things the proper way, so using Mike – a real Red Tractor farmer – in the campaign felt like the most honest way to bring that to life.”

The Australian campaign was directed by Dom Meehan via Truce Production Co. with photography by Cory White via Hart & Co, and live nationally across all channels.

Credits:

Client: Openway Foods (Red Tractor)
Creative Agency: Kerfuffle
Media: Ryvalmedia
Production Company – Film: Truce Production Co.
Director – Film: Dom Meehan
Production Company – Photography: Hart & Co
Photographer: Cory White
Sound: Squeaky Clean