A social media campaign to recruit 4,000 seasonal workers for the spring to summer harvest.
Granite Belt Growers' Association
When Australian farmers faced a dramatic shortage of seasonal workers during the COVID pandemic, we devised a recruitment campaign inspired by the iconic Uncle Sam "We want you" call to action and the Queensland community's "Mud Army" response to the 2011 flood crisis.
Our campaign targeted the decreasing backpacker workforce in Queensland.
We adapted our creative through district and crop-specific materials and employed Facebook, Instagram and Google Ads to recruit workers. We partnered an employment agency in creating and managing a jobs page on the Granite Belt Association's website. The campaign boosted the region's profile as a seasonal work destination, attracted more than 1,000 job seekers and helped the association win local government funding.
Images courtesy Granite Belt Growers Association.
