You are what you eat. That was the phrase that made me question the viability of foods we consume today. Do we really know what we eat? Do we know what sort of chemicals are sprayed over our vege and fruits? During the research of this campaign – the findings were overwhelming scary and terrifying. While avoiding an obvious scare campaign – the approach of breaking down the consumers’ defences with humour and startlIng imageries were employed as seen below. The campaign was dispersed Through the Line and the results overwhelmingly positive. Consumers were engaged in constructive conversations that led to actions. Aussie Farmers Direct which sources their fruits and veges through local farmers found a massive uptick to consumer orders and brand empathy found a leg up over their competitors. Changing consumer behaviours for the betterment of health? Count me in any day.