In Australia, hundreds of thousands of people embarked on a captivating journey with Farm to Fork with Manu. This digital mini-series campaign by Ingham's offered a unique peek behind the scenes of the country's poultry farming and processing industry. Manu joined forces with Ingham's, the largest integrated poultry producer in Australia and New Zealand, to develop a remarkable 5-month campaign from July to November 2024. It encompassed a wide range of elements including videos, social media content, digital advertising, rich website content, recipes and recipe e-books, competitions, e-newsletters, blogs, and articles.
Key Success Metrics Revealed
The campaign achieved remarkable results. Paid Clicks saw an impressive increase of 103.74 per cent, total organic reach soared by 363.64 per cent, and organic engagement witnessed a significant boost of 96.68 per cent. Farm to Fork with Manu exceeded its campaign objectives by effectively communicating important messages, significantly growing Ingham's social followers, generating millions of impressions, enhancing audience engagement and interactions, and driving thousands of people to download the campaign recipe e-books and subscribe to Ingham's e-newsletter.The Origin of Our Chicken Dinner
At the heart of Farm to Fork with Manu was the origin of Ingham's quality products - Australian-raised chicken, farmed sustainably with a focus on animal welfare. Who better to share this story than a poultry farmer and veterinarian? Manu met Farmer Grant and Ingham's vet, Andrew Walsh, and toured one of Ingham's poultry farms in southeast Queensland. Manu also prepared delicious chicken dishes using Ingham's quality chicken products, which are stocked nationwide in supermarkets and fuel the nation's food-service industry. BBQ smoker Peri Peri Chicken, Coq au Vin, and Sri Lankan Australian Meena and Manu's Sri Lankan Chicken Curry are just a few of the featured recipes.Innovation in Poultry Farming and Agriculture
Manu discovered the various ways Ingham's is at the forefront of innovation in poultry farming and agriculture. With green-star facilities, solar power, reduced water usage, and decreased waste to landfill, Ingham's is leading the way in sustainable agricultural practices. Meeting the diverse and strong teams who work together to grow and process locally farmed, fresh, quality chicken is crucial in feeding Australia.Manu emphasized, "From all the people I've met, the personal journeys I've been told, and the supportive community I've experienced on my Ingham's journey everywhere I've visited, I can see that Ingham's is a great place to work." Ingham's Marketing Manager, Amy Butler, added, "The Farm to Fork journey allowed us to tell a number of micro-stories that show why Ingham's is Always Good. Media channels and audiences were selected to best amplify the campaign and encourage engagement with the brand. And what better way to do this than by partnering with Manu Feildel and his delicious chicken recipes."
