Hoping to connect a new generation with Irish food and farming, Our Food Roots launched 'We Make Greatness from Grass', a disruptive campaign directed at younger generations, on Tuesday 1 September.
Our Food Roots brings together organisations from across Ireland’s agri-food sector in response to the challenge of a growing disconnect between people and where their food comes from.
Taking inspiration from the confidence of hip-hop artists, the campaign centres on an original song and music video performed by fictional farming crew The Grazin’ Squad.
The deliberately unexpected approach is designed to reach audiences who may not ordinarily engage with farming or agri-food communications and spark their curiosity about where their food comes from.
New campaign
Directed by Eilís Doherty, known for her work with Irish artist CMAT, the music video also features appearances from Irish farmer creators. The wider campaign will run across social, audio, cinema, digital video and TV.
The video can be viewed here.
Executive director of Our Food Roots Tom Cronin said: “People are proud of the quality of Irish food; they recognise the importance of farming to Ireland and, crucially, they trust farmers to tell them how their food is produced.
“We know the ‘We Make Greatness from Grass’ campaign will look and feel different to the communications farmers are used to seeing about the sector – and that is deliberate.
"Farmers themselves are not the primary audience. We are trying to reach younger people who may have little connection with farming and give them a reason to become curious about where their food comes from.”
The campaign will run from 1 September across TV, digital and social, supported by further activity designed to tell the stories of Irish food, farming and the people behind it.
More information on the campaign can be got here.
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