Farm to Casino

Farm to Casino

It’s a life of contrasts and this time we were asked by a giant co-op farm and pasta manufacturer to develop their brand and position them in the market as the leader for pasta from farm to plate.

I have given the secret away already.

But in fact, it was quite a sensational setup.

Just imagine this idyllic valley. Simmering summer heat and whispers through the wheat fields. In the distance is a little cottage. Thick-walled with small windows flowers in the garden.

Behind a traditional grain mill style building. The same architecture, grand and practical. There in their own fields, are broods of chickens doing what chickens do.

It's a very old-world romantic, so free-range it could make a label.

What is fascinating is how it all worked.

It is a complete ecosystem; let me explain.

From the fields comes the wheat,

To the chickens goes the wheat

The chaff from the wheat is used for fibre supplements

The poo from the chickens used as fertiliser and recycled to the fields

The eggs go into the pasta

The wheat makes the pasta

And everything continues in a cycle as though it were a village 200 years old, when systems and food was recycled for seasons and markets.

This is as ECO and enviro-friendly as you can get.

We developed a series using a talking chicken as a star. In fact the Spanish stole the idea for a TVC and made it there. See ‘Galina Blanca’ and the talking chicken.

Then we developed PR and showed the entire cycle of Farm to table and exactly what went into the pasta that arrived on the table.

The funniest part was we photographed 100 recipes in a casino. It had the best and most convenient kitchen in town.

We cleared the floor brought in the photo team. Laid out the tables with white classy table cloths.

The food was sent up from the ground floor in the butlers lift.

Once it was arranged on the table the cameras fired off, were approved by the CD and the next was sent up.

Each dish was eaten by the crew.

Raving fans.

This Pasta company with its farm to table philosophy and practice, took the lead position in awareness and brand recognition.