Wildfarmed: Transforming Lunchtimes and Landscapes
Wildfarmed, the UK’s leading regenerative food and farming company, has launched its first major advertising campaign to celebrate the introduction of its ‘life-changing’ bread range, now available nationwide at Waitrose. These breads are the first fully regenerative farmed loaves in UK supermarkets, made from wheat grown in 100% regenerative fields.
Wildfarmed is revolutionizing the traditional bread aisle by bringing regenerative produce—which tastes better, is healthier, and improves our landscapes—to the masses. The new marketing campaign embodies this disruptive vision, encouraging consumers to join the regenerative farming revolution and transform their lunches and landscapes, one slice at a time.
Multi-Channel Campaign
Named “Full of Life,” the marketing campaign spans various platforms and media formats across the UK, with planning and buying managed by Bountiful Cow. The comprehensive channel plan includes a TV commercial (TVC), flyposters, digital displays, and social ads.
The campaign’s 30-second TVC, titled “Transforming Lunchtimes and Landscapes,” developed by Patterns Inc., features Jemma, a disenchanted office worker whose mundane lunch sparks a vivid, animated journey through nature, filled with birds, bees, and butterflies. Narrated by Tim Brinkhurst, the commercial showcases the journey from wheat to Wildfarmed’s Life-Changing Sliced White bread, now available at Waitrose.
The TVC will air across Prime Video SVOD, coinciding with guest appearances by Wildfarmed’s co-founders Andy Cato and George Lamb on Season 3 of ‘Clarkson’s Farm’.
In its out-of-home (OOH) campaign, Wildfarmed’s brightly colored flyposters, digital displays, and social ads will make bold statements in London, Brighton, Bristol, and beyond until June 9th. With playful taglines like ‘The Farmer, The Sun & The Holy Toast’ and ‘Things Can Only Get Butter,’ the ads feature bright images of bugs, bees, and wildlife, showcasing the ‘life-changing breads’ now on Waitrose shelves and shaking up the bread aisle. The ads will dominate urban landscapes, including prime London spots like New Cross Gate Station, Kennington Road, and Queenstown Road.
Why Regenerative Farming Matters
The bread aisle is at the center of an environmental storm. Decades of intensive chemical farming have led to degraded soil, a 69% decline in wildlife, and a public health crisis, with half of UK bread containing two or more pesticides linked to health issues.
Wildfarmed’s regenerative model represents a radical departure from this. The business works with over 100 UK and French growers to produce wheat in harmony with nature. Adhering to third-party audited Wildfarmed Regenerative Standards, this means growing crops alongside companion plants, integrating grazing livestock, and using observation and nutrition instead of pesticides to manage crops. The result? Fields that were once silent dead zones are now buzzing with biodiversity, and more life-giving nutrients are being put back into the soil and wheat.
Changing Farming for Good
Since 2019, Wildfarmed has supplied its regenerative farmed flour to over 500 restaurants, retailers, and bakeries, including ASK Italian, Jolene, Franca Manca, Specialty Breads, and Manchester City FC, as well as schools and more.
Now, this campaign marks the start of Wildfarmed’s journey as a consumer brand. Through this ad campaign, Wildfarmed brings its disruptive vision to life, changing the way we think about bread and farming.
This professional campaign, titled ‘Transforming Lunchtimes and Landscapes,’ was published in the United Kingdom in May 2024. It was created for the brand Wildfarmed by the ad agency Bountiful Cow. This integrated medium campaign is related to the food industry and contains three media assets.
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