Rare shares WA food with the world

Western Australia Worth Sharing, an international agrifood brand for the State Government, was recently launched by the Premier to local companies, international consuls and industry groups.

The brand is the work of Rare who were appointed to the project following a competitive pitch and have since created a brand identity – which included extensive quantitative and qualitative creative testing, working with IPSOS in Singapore, Indonesia, China and Japan – and produced an informational campaign for the domestic market which included TV, radio, press and digital.

Watch the launch TVC.

Rare CD Brett Wheeler said, “We made a deliberate decision to feature the recognisable shape of Australia in the logo as a way of helping overseas markets ‘locate’ Western Australia, then set WA apart through the use of bold, colourful abstract shapes which represent the abundance of produce and products that we have to share with the world.”

Rare Managing Director Callum Mackenzie, said the domestic campaign, is aimed at informing the WA public and encouraging agrifood exporters to join the initiative.

“Demand for safe, premium quality produce is growing rapidly in Asia, and thanks to our pristine environment, we produce an abundance of it here in WA. The Western Australia Worth Sharing brand is an $8.1million three-year initiative that will put local produce on the global menu and aid the Government’s plan to double the value of the State’s agrifood industry within 10 years.”

“The domestic launch was the first phase of the campaign,” Mackenzie added. “Today we’re in Singapore for the launch of the international campaign and will be preparing to roll it out to other key Asian markets throughout 2017.”

Rare, in conjunction with Dapper Apps, created an interactive website focused on giving users different ways to explore and browse WA products and the producer offerings. The website needed to speak to both WA exporters and the international market while making it easier for overseas business and consumers to get involved and access premium WA products.

As part of the online content, Rare are creating videos for each of the producers who join the initiative and at last count had travelled the length and breadth of the state to produce more than 50 videos, with more still in production.