Ogilvy has been briefed to dig deep into its CRM and advertising experience to big up the work of the UK farming industry after being appointed to handle a consolidated integrated marketing account for the Agriculture & Horticulture Development Board.
Each year the AHDB invests around £60m in the future of agriculture and horticulture – delivering projects that it claims no one else would.
Its work includes opening and developing markets for farmers and growers products in the UK and overseas, developing new tools and techniques and delivering them to farmers and growers. It also provides independent market intelligence to improve business decision making and help educate the next generation of consumers and farmers.
The move sees the AHDB bring together activity for the food marketing boards for beef and lamb, pork, cereals and oilseeds, potatoes and dairy for the first time.
Ogilvy’s brief is to encourage consumers to wake up to the joys of British produce at a time when the UK agricultural community faces an uncertain future due to Brexit.
One major area of concern is that a lowering of tariffs or removal of quotas from countries outside the EU would open the door to the UK being flooded with cheap foreign imports, potentially decimating the UK industry.
Although this has been dismissed by the Government, there is little doubt that the issue will be high up on Ogilvy’s agenda to ensure the “Buy British” message is front of mind.
No-one was available for comment at either the AHDB or Ogilvy.
MediaCom handles the AHDB’s media planning, while buying is through Manning Gottlieb OMD.
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