The campaign for the product launch of the Hans Country Fresh Premium Leg Ham range started with the most logical starting point, the name. But what really brought it to life was an off-hand insight from the client – that the ham had a texture and taste so authentic that, “the only way to beat it would be to go straight to the farmer.”
The resulting campaign line of “You don’t have to go to the country to get Country Fresh taste” led perfectly into the creative execution featuring “city folk” who’d mistakenly wandered into a laconic farmer's cow paddock looking for “Country Fresh” taste. From there, hilarity ensued.
The television commercial and print campaign ran concurrent to product launches in Coles and Woolies, with point-of-sale and in-store taste testing also helping to make it one of Hans’ most successful new product launches.
