Regenerative food and farming company Wildfarmed is celebrating the launch of its ‘life-changing’ bread range in its first major advertising campaign.
Developed by Patterns Inc, the campaign, named ‘Full of Life’, spans TVC, posters, digital displays and social ads.
The 30-second television spot features disenchanted office worker Jemma whose mundane lunch suddenly sparks a vivid journey through nature, filled with birds, bees and butterflies.
Narrated by Tim Brinkhurst, the commercial showcases the journey from wheat to Wildfarmed’s sliced white bread.
Running across Prime Video SVOD, it also features guest appearances by Wildfarmed co-founders Andy Cato and George Lamb on Season 3 of ‘Clarkson’s Farm’.
Meanwhile, further OOH work comprised of brightly coloured posters, digital displays across London, Brighton and Bristol will appear until 9 June, with taglines such as ‘The Father, The Sun, and The Holy Toast’ and ‘Things Can Only Get Butter’.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
With images of bugs, bees and wildlife, the adverts are set to showcase the product (which is set to appear on Waitrose shelves) across New Cross Gate Station, Kennington Road and Queenstown Road.
Regenerative farming is an environmentally focused method of growing which involves minimising soil disturbance and maximising crop diversity.
“Wildfarmed is not just transforming the bread aisle – our regenerative farms are shaking up the whole food system, one field at a time,” said Wildfarmed co-founder George Lamb.
“We believe that sustainability doesn’t have to be dull and we are bringing this spirit into everything we do, including our marketing. We’re not just selling bread; we’re inviting consumers to join a movement that brings biodiversity back to our landscapes while driving systemic change in the food industry,” he added.
“Whether you see our OOH campaign or go down the bread aisle, you won’t miss it. Our ads, like our packaging, are bright green, full of life, featuring the only bread with a disco ball on it.”
