Welcome to ‘My Land, Your Land, Ireland’, the creative campaign that celebrates this land and it’s connection to it’s people.
Agri Aware are a not-for-profit industry body who raise the profile of the agri food sector in Ireland. They are responsible for communicating the positive impact that the agri sector has on Ireland and its people.
We started the campaign with a small piece of prose that would ultimately form the script, which you can read by scrolling below...
We have farmed this land for generations. Custodians, nurturing our seedlings into crops. Caring for our animals, their produce; our nourishment.
With our neighbours, our agriculture has created our towns, unique in the world, green and clean, attracting visitors, sustaining communities.
We feed our cities, restaurants and hostelries, the gift of our precious land, continually revealing its secrets, fuelling our commerce beyond our shores.
It is our past, our present and our future. Our legacy, our identity.
I am a custodian.
Welcome to my land, your land, Ireland.
The above prose piece formed the essence of all the messaging. This appeared as advertising in the national press. From here the campaign went “on the road” with activations at Bloom, The Tullamore Show, Electric Picnic and The Ploughing Championships, including everything from cookery demonstrations to tattoos.
The campaign was launched with a sustainable garden unveiled at Bloom and from there it has gathered considerable momentum, engaging with the target audience, both in the agri food sector and at key events (Tullamore/The National Ploughing Championships), and more broadly with the urban population; making the connection between the food and beverages consumed in the bars and hostelries in Dublin, Cork etc. and where they have come from.