The opportunity - Following the brand change from RD1 to Farm Source, finding a distinct value proposition for Farm Source in the rural clothing sector was the first task.
The strategy - Farm Source only sells top quality workwear brands like Kaiwaka and Swazi – unlike their competitors, you won’t find any fluffy fashion brands on Farm Source shelves.
The creative - So we came up with 'Workwear that works' and created a lockup that we could stamp on everything from catalogues and posters to POS, press ads, floor stickers and windows. The result? A distinctive and fully integrated campaign based on a simple, practical insight – and a real sales boost for the Farm Source store managers.