Campaign:
In November 2006, Socom was engaged by AUSVEG, the peak body for Australian vegetable growers, to design a national promotion and media campaign to raise awareness of Australian grown vegetables.

Our Approach:
Socom developed a campaign strategy comprising of a mixture of one-off activities or stunts and short term events. The activities included media launches, readers’ competition in regional newspapers, a television program story concept, cross-promotion with food festivals and restaurants, a parade of farm machinery and a cooking competition. Each designed to achieve maximum coverage with the identified target audiences.

Results:
Socom successfully executed the first media launch for the campaign, which involved the Federal Agriculture Minister and a celebrity chef preparing a vegetable meal, at the Queen Victoria Market.
This, and the rest of the activities resulted in significant media coverage containing the key messages and a range of pictures to support the messages.

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