Just the essentials
Resupply, a new way to buy fertiliser, seed and agri chem online, wanted to introduce itself as a simpler challenger to the traditional co-op model.
Buying farm inputs can involve memberships, relationship management and hidden costs. Resupply removes these layers, giving farmers direct access to trusted Ravensdown products online, anytime.
The campaign reintroduced the farming community to Archie, a South Island farmer known during the Covid lockdowns for working his land in the nude.
Set against wide open Southland farm landscapes, Archie’s nudity acts as a visual shorthand for simplicity and freedom. The same quality products farmers trust, without the unnecessary layers.
The result is a distinctive launch and ongoing campaign that positions Resupply as straightforward, honest and liberating.
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