Core has launched the first campaign for the agri-food collective Our Food Roots called ‘We Make Greatness From Grass’. The campaign features a fictional farming crew using the confidence, energy and attitude of rap culture to encourage a younger audience, two or more generations removed from farming, to see the importance of Irish farming in a new light.
Running across social, audio, cinema, digital video and TV, the film was produced by Tiny Ark, is aimed mostly at 18 to 34-year-olds, bringing humour, rap and hip-hop into farming. It features an original song and music video performed by fictional farming crew, The Grazin’ Squad. The director was Eilís Doherty, who has worked on music videos for Irish artist CMAT.
The campaign was developed in response to the disconnect between people and where their food originates
It also features cameos from popular FarmTok creators including Eoin Lynch, Fin Walsh, Annie McGuinness and Katie Gleeson and collaborations with content creators, Garron Noone and Kayleigh Trappe, bringing the campaign to young audiences on digital platforms. The work is based on insights from Our Food Roots’ research and Core’s strategy team.
Watch the video in full here
Around 50 Irish charities and not-for-profit organisations came together for ‘Core For Good: The Charity Playbook’, a free event hosted by Core to share practical marketing advice and communications support. The focus was on how charities can make the most of their marketing communications in an increasingly cluttered and competitive landscape.
The event brought together representatives from Alone, Barnardos, Belong To – LGBTQ Youth Ireland, Focus Ireland, FoodCloud, Polio Survivors Ireland, Irish Heart Foundation, Oxfam Ireland, Focus Ireland, Jigsaw, Make-A-Wish Ireland, Samaritans Ireland, Women’s Aid Ireland and Dublin Simon Community, among other organisations.
Challenges
The talks were led by Core experts across media, content, creators, digital performance and search. The sessions explored three challenges facing charities and not-for-profits: how to be seen and earn attention in a crowded media environment; how to be believed by building trust and credibility; and how to be found through social platforms, search and generative AI.
The Core speakers line-up pictured from left, back row: Andrew Murray, director of social content experience; Nia Gallagher, creator marketing client manager; Jack McLoughlin, senior SEO client manager
Front row: Jen Walsh, digital board director and Alice O’Leary, digital business director
