The World's First Ever Fan Created Crop.

When Harris Farm Markets asked us to help double their Facebook community in just 90 days we saw an opportunity to not just build on their social media presence, but to also create a longer lasting relationship with their shoppers, across every touch point. 

What we created for them was a truly integrated campaign that just happened to start on Facebook.

Harris Farm Markets are an Aussie owned family business that prides itself on its ability to deliver customers with the freshest produce every day. But in a market dominated by two supermarket chain giants their unique offering was failing to be heard.

We tapped into the insight that today’s consumer is beginning to care more and more about the quality of their food. And whilst they have a genuine interest in the “field to fork” process they don’t just want to hear the story, they also want to be a part of it.

Introducing The Crop.

The Crop brought to life Harris Farm Markets’ brand proposition of delivering the freshest fruit and veggies to their customer’s everyday.

We took this a step further though and allowed consumers to do something they had never done before; take control of the farms that provided them with their fruit and veggies.

The campaign was supported with in-store advertising including radio, planter bins and digital displays along with Facebook advertising, to drive participation. 

Through The Crop Facebook app consumers were able to choose a vegetable they’d help farm. 

Once the vegetables were planted at farms in Tasmania and Sydney consumers were able to help make key decisions on how their vegetable was farmed, all through Harris Farm Markets’ Facebook page. 

They were responsible for everything from planting and pesticide processes to irrigation and harvesting times, which gave them unprecedented access and insights into what it takes to bring food to their table. All of this provided an ongoing and responsive, real time experience; building a story that consumers were helping to shape.

Once the vegetables were harvested, participants were able to head in store where they received their share of the harvest in a personalised package, along with a recipe for that vegetable.

Whilst we easily surpassed our target of increasing Facebook Likes with growth of 125% , it was the 53% increase in comments for The Crop related posts that proved our community was hungry to not only hear the story but to also be a part of it.

The Crop proved our community was hungry to not only hear the story but to also be a part of it.