A wet winter has meant excellent growing conditions for many grain growers across the wheatbelt; great for farmers looking to contribute to a record harvest, but placing CBH Group, Australia’s largest co-operative and leader in the grain industry, under pressure to find additional workers to assist at their receival sites across the wheatbelt.
“In preparation for the record-breaking harvest, CBH was looking to recruit approximately 2,000 casual employees, which is a 30 per cent increase from previous years, to help us safely receive this year’s crop across our receival sites,” says Kelly Lodge-Calvert, CBH Corporate Affairs Lead.
“However, with labour shortages currently being experienced across the state, and international borders being closed to seasonal workers, we knew that we needed to approach this very differently to a standard recruitment campaign.
“The objective of the campaign was to generate awareness and interest in working at CBH as a harvest casual, particularly in the Perth metro area; an audience that CBH hasn’t historically marketed to for this campaign. Identifying key audiences and developing creatives that resonated with each of those audiences, and then disseminating it on the available mediums has meant that we are well placed for a successful harvest.”
CBH Group worked with The Brand Agency to develop two campaigns; one addressing a broad audience that ran across TV, radio, social and display and a second campaign targeted at university students who were identified as the greatest area of untapped opportunity.
University students were served messages on Facebook, Instagram, Tik Tok and on campus OOH with a call to “Make it Grain” this summer. The campaign utilised Facebook, Instagram, Tik Tok and on campus OOH to deliver messages at pace and drive applications. A content layer was added with in depth information and environments tailored to target audiences, including native articles online and live radio interviews.
“The CBH team were incredible in getting this work made. Being so different to anything they had done before; they had to take a risk and feel uncomfortable. Our team was really confident in the strategy and creative so to have it pay off for CBH after they backed us in is really rewarding” says Darcy White, Senior Account Director.
The campaign was concluded well ahead of schedule with all vacancies being filled, despite the well-publicised difficulties in attracting regional workers. Harvest is now underway, with grain being delivered to some receival sites across the state.
Client: CBH Group
Head of Corporate Affairs: Rebecca Lawson
Corporate Affairs Lead: Kelly Lodge-Calvert
The Brand Agency
Executive Creative Director: Dean Hunt
Copywriter: Lachy Banton
Art Director: Niall Stephen
Senior Producer (King Street): Nicole Beer
Production Assistant (King Street): Sydney Mumby
Strategy: Daniella Chadinha
Account Management: Darcy White, Connie Trinh
Media planning and buying: Nicole McNeil, Ariel Bombara, Morgan Bland
Animation, design and retouching: Clayton West, Nicola Commons
TVC Production: Sandbox
Director: Matt Sav
Producer: Maria Elena
Sound Design: Soundbyte
Stills Photography: Fabrizio Lipari