#smashastrawb Video
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With an entire national industry in chaos, we needed a transformative strategy that would shift a panicked country of consumers into an empowered market. This strategy needed a core insight that leveraged the Australian cultural attitude of 'a fair go' for our Aussie farmers, and use familiar language of 'smashing' back their favourite foods. With the strawberry industry haemorrhaging money daily, there was no funds or time for a large advertising budget. We needed to leverage word-of-mouth, earned media by the bucketload and convince personalities to support the movement. PR was the logical channel to make #smashastrawb an overnight success.
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