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The Farmy Army was a campaign concept created as a response to COVID-19’s devastating effects on farming. In April 2020 it became clear that the usual European labourers who travelled to UK to pick vegetables and fruits would not be able to travel. The campaign’s aim was to support farmers looking for labour and to ensure produce supply chain fulfillment. The concept was to run an organic social media recruitment campaign linking workers to existing websites featuring farm jobs countrywide (such as the NFU and Concordia). Abcd was responsible for the concept creation, design, and social media strategy for this campaign