Ardmona had seen no investment in the last 5 years and it was feeling the effect; bypassed at shelf and losing volume and penetration. Foodie culture had exploded and Australians we looking for authentic ingredients and it appeared Ardmona didn’t stack up. We had to make a stand. To reinforce that Ardmona were the best tomatoes grown in golden soil we needed to not to just say homegrown but live and breathe it.
Our media strategy was ‘Distinctively Homegrown’ and it meant that media only appeared in Australian content; homemade TV shows, iconic Australian magazines and only Australian online content. We even allowed people to grow their own homegrown tomatoes by using seeded paper in Delicious Magazine that they could pull out, plant and grow!