Image Credit : Saskia Wilson
Project Overview
Created by sixth generation Australian farmers, Beerenberg has first hand experience of the many challenges that Australian producers face. This, along with a passion for supplying locally grown food to Australian consumers formed the basis behind the Honesty Box photography exhibition. The Honesty Box is a celebration of Australian farmers, our quiet achievers. It’s also a tribute to the beautiful landscape of rural Australia and the stories of food provenance. Facilitating the brand to share their own story and those of their fellow producers, Tiny Hunter created created a communication strategy built from the core idea of the Honesty Box exhibition.
Project Commissioner
Project Creator
Team
Emma Scott - Creative Director
Ben Barkwith - Designer Director
Giuliana De Felice - Copywriter
Phoebe Cheong - Stylist and Designer
Shelly Healy - Designer
Kiri White - Account Manager
Sam Hastwell - Videographer
Ted O'Donnell, Dan Wood, Matt Nettheim, Julie Adams - Story Photographers
Saskia Wilson - Event Photographer
Project Brief
Why Honesty Box?
The honesty box is an age old trust-based system of selling produce from the farm gate. The honesty box philosophy embodies the simple pleasures of buying fresh, seasonal produce directly from the source, a philosophy that aligns with the Beerenberg brand and the essence of this project.
Grounded in the brand’s authenticity, The Honesty Box photographic exhibition provided a potent vehicle to tell real stories of real people and their produce. Captured by some of Australia’s top photographers, the exhibition’s images share the legends, lives and spirit of farming across the nation and supported with a strategic media campaign, these stories and images were seeded through social media, PR and mainstream media channels.
Project Need
Now more than ever, to really engage an audience you need to make them feel
part of a community by creating interesting and unique on-brand content and
inviting them to be involved. The project was designed to position Beerenberg as leaders in the rural food provenance debate, and provided the opportunity for their audience to engage with the brand on a community level, beyond sales focused marketing.
The Launch Event
The activity culminated in a successful launch event where farmers, celebrities and media shared food, knowledge and an all round good time. The event showcased the very best selection of photographs from 12 individual farms across Australia and was held at The Grounds of Alexandria. Securing Paul West, host of Foxtel's River Cottage as host and MC ensured strong representation from key media and generated coverage, along with feature brand editorial, across national titles.
Beyond the exhibition, the intention is that the Honesty Box concept will become an annual event, one that documents the love, passion and hard work that our rural growers bring to the table, the same love that Beerenberg infuse as creator of quality Australian condiments from fresh Australian produce.
User Experience
In order to capitalise on the goodwill of the event a robust PR, digital and social campaign was executed to ensure great awareness and high level audience engagement. A competition on social was run prior to the event with the purpose of introducing the amazing stories and photography of the rural farmers, and allowing audience participation in voting for their favourite story and photograph. This created a buzz in the lead up to the event. On the night there was a handcrafted wooden Honesty Box set up for audience participation. Guests were encouraged to drop a donation in the box and in return they could take home some Beerenberg products. This reinforced the integrity of the underlying purpose of the event and created a fun, interactive experience. Each photograph on display was auctioned by way of a silent bid, again creating some great interaction and a memorable experience and keep sake for those successful.
The MC Paul West did a great job at creating an interesting debate on rural farming issues by interviewing three of the farmers and one of the photographers. It gave the whole event a depth and authenticity.
Sustainability
As the foundation of the exhibition was to celebrate rural food provenance, all produce was sourced from the Australian farms that were showcased. A bespoke menu using these ingredients was showcased on the night. Part of the woods used in the displays were from recycled sources and the signage and exhibition stands were created for the purpose of reuse in years to come for the future exhibitions.
Costs for the event were kept to absolute minimum, with many people donating their time and expertise, to ensure that funds raised went to the right people in need.
The whole purpose of the event was to raise awareness and funds to support rural farmers in Australia. Each of the photographs were auctioned and funds raised went to the charity Australian Farmers Federation.
Marketing - Event Experience
This award celebrates creative and innovative design for a business event. Consideration given to originality, creativity; theming; audience connection and engagement and how the event created a seamless experience for the visitor and helped to reinforce the program's core message
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