SCOPE OF SERVICES
Over the course of 12 months, Bespoken worked closely with the State’s industry body for the horticultural sector Queensland Fruit & Vegetable Growers (QFVG) to create, launch and deliver the We Give A Fork campaign.
The goal was to execute a national campaign that raised awareness about the fact growers had reached a tipping point to drive action and bring much-needed change to the horticultural industry, fast.
We strategically positioned QFVG as a strong and clear voice for the horticulture sector securing extensive media coverage that highlighted the burdensome issues being experienced by growers and further driving engagement via QFVG’s own platforms.
To do this, we set out at the beginning of the campaign to significantly raise the profile of their CEO, Rachel Chambers, through national media coverage including the likes of news.com.au, The Project, Sunrise, ABC National and the TODAY Show.
Our services included:
- Campaign management
- Strategic PR and media management
- Reactive media management
- Photo and video shoot production
- Website creation and management
- Copywriting and storytelling
- Content creation
- Media training
- Visual asset creation
- Crafting overarching key messaging for both internal and external stakeholders
CASE STUDY
As the industry body representing Queensland’s fruit, vegetable and nut growers, QFVG set out to shine a light on the heavy burden being placed on the horticultural industry.
For over a century, growers have endured various weather events, numerous floods and a pandemic. Yet, at the end of 2023, the challenges falling on their shoulders had never felt heavier.
To bring attention to the issues being endured by growers, QFVG engaged Bespoken to undertake a 12-month campaign to show why it was time for Australians to stand up and say ‘We Give A Fork’ about our growers.
The aim was to encourage open conversations around pressing issues facing the sector, including:
- Margin squeeze: The need for growers to be paid fairly for their work and what they produce due to shrinking margins and 30-65 per cent increases in production costs.
- Reputation and brand of sector: The need to spread the truth about growers, whose reputations have been dragged through the mud for far too long. This includes showing how they care about their workers and growing the world’s highest quality produce.
Through the We Give A Fork campaign, QFVG not only started a conversation that showed their commitment to ensuring Queensland growers are supported by retailers and consumers – they were also able to drive real change.
