Beerenberg - Honesty Box Photography Exhibition
Created by sixth generation Australian farmers, Beerenberg has first hand experience of the many challenges that Australian producers face. This, along with a passion for supplying locally grown food to Australian consumers formed the basis behind the Honesty Box photography exhibition. The Honesty Box is a celebration of Australian farmers, our quiet achievers. It’s also a tribute to the beautiful landscape of rural Australia and the stories of food provenance. Facilitating the brand to share their own story and those of their fellow producers, Tiny Hunter created a communications strategy that introduced the idea of the Honesty Box exhibition.
Why Honesty Box?
The honesty box is an age old trust-based system of selling produce from the farm gate. The honesty box philosophy embodies the simple pleasures of buying fresh, seasonal produce directly from the source, a philosophy that aligns with the Beerenberg brand and the essence of this project.
Grounded in the brand’s authenticity, The Honesty Box photographic exhibition provided a potent vehicle to tell real stories of real people and their produce. Captured by some of Australia’s top photographers, the exhibition’s images share the legends, lives and spirit of farming across the nation and supported with a strategic media campaign, these stories and images were seeded through social media, PR and mainstream media channels.
The activity culminated in a successful launch event where farmers, celebrities and media shared food, knowledge and an all round good time. The event showcased the very best selection of photographs from 12 individual farms across Australia and was held at The Grounds of Alexandria. Securing Paul West, host of Foxtel's River Cottage as host and MC ensured strong representation from key media and generated coverage, along with feature brand editorial, across national titles.
All proceeds from an onsite honesty box along with sales of the photographs were donated to the Australian Farmers Foundation. This foundation aims to improve the health and wellbeing of people living in rural and regional communities.
Beyond the exhibition, the intention is that the Honesty Box concept will become an annual event, one that documents the love, passion and hard work that our rural growers bring to the table, the same love that Beerenberg infuse as creator of quality Australian condiments from fresh Australian produce.
This work was awarded silver at the Sydney Design Awards 2016
- Event ideation
- Concept creation
- Print management
- Event management