Leo Burnett Israel: The beer giving Israeli farmers hope

The Israeli-Palestinian conflict is one of the world’s ongoing tragedies. Over the last couple of years, the southern border area between Israel and Gaza has become a buffer zone for the conflict.

Over the last couple of months, as the conflict has flared up, more than 2,600 hectares of crops, mainly wheat, have been set on fire. This has devastated the lives of the farmers of Israel’s border towns and kibbutzim, who depend on their crops for their livelihood.

The loss for the farmers is estimated at well over AU$2.8 million, not including the extensive damage caused to the fields’ irrigation systems.

Israeli boutique brewery, Alexander, wanted to do something to help destitute Israeli farmers. It decided to launch a limited edition beer. A beer made exclusively with Israeli wheat rescued from Gaza’s border fields. All of the beer’s proceeds will go to supporting the farmers along the Gaza border whose fields burnt in recent months. The brewery will be issuing 200,000 bottles, which will be available for purchase at supermarkets, bars, restaurants and online, with free delivery to any part of Israel.

Leo Burnett Israel has created an emotive campaign film that features testimonials revealing the pain and despair felt by Gaza border farmers like Dany Rachamim from Nachal Oz and Reuven Nir from Mefalsim, as the results of their hard work go up in smoke, literally, right before their eyes. The commercial ends with a call for Israeli consumers to buy the beer in solidarity and therefore help restore the farmlands and pastures.