Reframed the brief as a positioning challenge
Most agencies would have approached this as a communications problem. Compass saw it as a brand and positioning one. That meant analysing category dynamics, mapping competitor territory, and understanding where Harris Farm could credibly own ground that mattered to customers. The shift in framing changed the entire shape of the work, and the strength of the outcome.
Unified scattered proof points into one story
Harris Farm had genuine practices across sourcing, pricing and waste reduction, but they were operating in isolation. We connected seasonality, direct grower relationships and affordability initiatives like Imperfect Picks into a single, coherent proposition. The result was a messaging platform that made the brand's value immediately understandable, with B Corp providing a credibility layer rather than carrying the story.
Equipped the business to tell its own story
A messaging platform only works if the people using it have confidence in it. We rolled the work out through a behaviour-led internal toolkit alongside PR-ready external messaging, so teams across the business could communicate the brand consistently. Internally, that built confidence and consistency. Externally, it gave Harris Farm a sharper, more relevant point of difference in a competitive category.
Made B Corp a credibility layer, not the lead
B Corp certification is a powerful signal, but lead with it and you risk sounding like every other purpose-led brand. We positioned it as a supporting proof point rather than the headline, so the story stayed grounded in what Harris Farm actually does for customers: better sourcing, fairer pricing, less waste. The certification then did its job quietly in the background, reinforcing trust without crowding out the more tangible, commercially relevant reasons to choose Harris Farm.
"The Compass team delivered great work and real results for Harris Farm Markets."
Harris Farm Markets
Senior Stakeholder
Purpose, Made Tangible
Making impact a competitive advantage for one of Australia's most-loved grocers.