Hundreds of thousands of people around Australia followed Farm to Fork with Manu – a digital mini-series campaign by Ingham’s – taking a peek behind the scenes in our country’s poultry farming and processing industry.
Manu teamed up with Ingham’s – Australia and New Zealand’s largest integrated poultry producer – to develop the 5-month digital campaign (July to November 2024), which included videos, social media content, digital advertising, rich website content, recipes and recipe e-books, competitions, e-newsletters, blogs, articles and more.
Ingham’s has revealed key success metrics from the campaign:
- Paid Clicks increased by 103.74 per cent
- Total Organic Reach increased by 363.64 per cent
- Organic Engagement increased by 96.68 per cent
Farm to Fork with Manu exceeded the campaign objectives – effectively communicating important messages, significantly boosting Ingham’s social followers, generated millions of impressions, heightening audience engagement and interactions, and driving thousands of people to download the campaign recipe e-books and subscribe to Ingham’s e-newsletter.
Feedback from Ingham’s 8000-strong team in Australia and New Zealand was hugely positive too, with farm and processing plant team members in Queensland involved in the content creation, and Ingham’s team members all around Australia enjoying the engaging story that shone a spotlight on the importance of their roles in feeding Australia.
The origin of our chicken dinner in the spotlight
At the forefront of Farm to Fork with Manu was the origin of Ingham’s quality products – Australian raised chicken, farmed in a sustainable way with a focus on animal welfare. Who better to tell this story than a poultry Farmer and veterinarian?
Manu met Farmer Grant and Ingham’s vet, Andrew Walsh to tour one of Ingham’s poultry farms in south-east Queensland.
Manu plated up some delicious chicken dishes using Ingham’s quality chicken products too – which are stocked in supermarkets Australia-wide, plus fuel our nation’s food-service industry, plated up at pubs, clubs, restaurants, cafes and quick-service food spots. BBQ smoker Peri Peri Chicken, Coq au Vin, and Sri Lankan Australian Meena and Manu’s Sri Lankan Chicken Curry are just a few of the recipes featured.
Innovation in poultry farming and agriculture
Manu discovered just some of the ways Ingham’s is leading innovation in poultry farming and agriculture, particularly with sustainable agricultural practices – with green-star facilities, solar power, water usage reduction, decreasing waste to landfill, and more.
Meeting the diverse and strong teams who work together to grow and process locally farmed, fresh, quality chicken to help feed Australia.
“From all the people I’ve met, the personal journeys I’ve been told, the supportive community I’ve experienced on my Ingham’s journey everywhere I’ve visited, I can see that Ingham’s is a great place to work,” said Manu.
“The Farm to Fork journey allowed us to tell a number of micro-stories that show why Ingham’s is Always Good. Media channels and audiences were selected to best amplify the campaign and encourage engagement with the brand,” said Ingham’s Marketing Manager, Amy Butler.
“And what better way to do this than by partnering with Manu Feildel and his delicious chicken recipes.”