Based on the age old trust-based system of selling produce from the farm gate, the honesty box 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 project launched with a photographic exhibition that started the conversation around the real stories of real Australian farmers and their produce. Captured by some of Australia’s top photographers, the exhibition and farming stories featured on the beerenberg site, were supported with a strategic media campaign, the stories and images were seeded through social media, PR and mainstream media channels. Securing Paul West, host of River Cottage as host and MC, ensured strong representation from key media and generated coverage, along with feature brand editorial across national titles. The creative copy brief was to name the project and capture and share each compelling story from the featured Australian farms.