Australian Macadamias announces Macadamia

Australian Macadamia, an industry body, created a program to instill a sense of emotion and national pride in the macadamia industry.

Campaign details

Brand: Australian MacadamiasAgency: Red Agency

The challenge

In 2017 the Australian Macadamia industry had two big challenges. Firstly, extreme flooding from Cyclone Debbie and record rainfall in the Northern Rivers, one of Australia's major growing regions, plus heat waves had led to an impacted macadamia crop for 2017, with forecasts reduced from 54,000t to 47,000t, playing havoc on yields for dedicated macadamia growers.

Secondly, macadamias suffered from low awareness of its home-grown status. The macadamia is our very own native nut, first evolving in Australian rainforests more than 60 million years ago. They're as Aussie...

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