Client: Riverford Organic
68% of Brits expect a product under a Union Jack flag in a supermarket to come from a British farm. The reality: these farms don't exist, one of the Big Six supermarkets invented it. This misleading practice is called farmwashing. Following last year's #GetFairAboutFarming campaign that resulted in a change of the law to better protect farmers from supermarkets' commercial practices, this year we set out to shine a light on farmwashing - raising awareness amongst consumes and fighting for farmer' rights. The campaign saw us produce an exposé docu-series that was seen 12.8 million times, resulting in 11,000 letters sent to MPs by the public, while farmwashing was discussed in Parliament and consumers showed support for independent farmers with Riverford seeing a 45% uplift in traffic to the website.