The concept was to remind people that CAP supports many aspects of our daily lives, not just the ‘rural’ farming sector. We used a simple play on the meaning of CAP to introduce the idea that it supports jobs and industries from all walks of life, each represented by their own hat. We communicated the fact that CAP supports the quality food in our top restaurants and hotels, delivers the milk to our café society and the lunches to our students’ lunchboxes, and supports the tourism, business, and jobs sectors.
To create a unique and campaignable theme that should connect all aspects of Agri Aware’s communications brief, including its schools programme, its open farm, family farm and its presence at Bloom, Tullamore & Ploughing Championships. Overall, we needed to connect the daily lives of Irish people back to the agricultural industry in a positive way that promoted an understanding of all the roles it supports, a renewed respect for its participants, and encouraged sustainability of the land.
We launched the campaign at Agri Aware’s inaugural on the May bank holiday weekend 2018. We then brought the campaign on the road to Bloom, the Tullamore show, the National Ploughing Championships and brought it through traditional and digital media. The ads were shown in cinemas nationwide along with billboards and throughout Dublin airport.
This campaign is currently ongoing as it stands.