Cowra’s Ed Fagan is not afraid to announce his love for Dick Smith’s food on television, even in an ad deemed too offensive for prime time.

The local farmer features in a promotion for Dick Smith’s products found unsuitable to screen during 6pm news bulletins on Australia Day for its innuendo.

Mr Fagan’s delivers his line, “I love Dick”, as a tractor rolls by on his Cowra farm during the ad.

Wyangala’s Pam Marsh also appears, repeating the ‘Dick joke’ inside Windsor Farms Foods’ cannery as locals work behind her.

Mr Fagan said he found the ad funny and that publicity surrounding its double entendres has gained exposure for Australian-made products.

“I can’t see anything wrong with a bit of fun. At the end of the day Dick doesn’t have the ad budget of the big companies who spend millions on ads. He relies on exposure for marketing,” he said.