Harraways Homegrown Oats
A relaunch campaign to ensure consumer recognition of this historic NZ brand.
Harraways has been milling oats in their Dunedin factory since 1867, but this wasn't widely known by consumers who regularly purchased from Australian competitors instead. In order to educate consumers on Harraways' impressive history and promote their new brand and packaging, we worked with AMG Group to create the 'Homegrown Oats' brand relaunch campaign. A custom vector illustration, inspired by nostalgic NZ tourism posters and Harraways' own illustration style, became the basis of the campaign, for which we designed bus graphics, Adshels, in-store posters, and both print and digital ads.