Wildfarmed Celebrates ‘Life-Changing’ Bread that Sparks a Vivid, Animated Journey through Nature

Wildfarmed, the UK’s leading regenerative food and farming company, kicked off its first major advertising campaign this spring to celebrate the launch of its ‘life-changing’ bread range, now available nationwide at Waitrose in the UK. The breads are the first fully regenerative farmed loaves in UK supermarkets, made from wheat grown in 100% regenerative fields.

Wildfarmed is shaking up the traditional, stale bread aisle by taking regenerative produce - which tastes better, is better for our health and is better for our landscapes - to the masses. Its first major marketing campaign aims to embody this disruptive vision - empowering consumers to join the regenerative farming revolution and transform lunches and landscapes, one slice at a time.

Multi-channel moment

Named "Full of Life", the marketing campaign spans several platforms and media formats across the UK, with planning and buying by Bountiful Cow. The full channel plan includes a TVC, flyposters, digital displays and social ads.

The campaign’s 30-second TVC, '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.

It will run across Prime Video SVOD, following guest appearances by Wildfarmed’s co-founders Andy Cato and George Lamb on Season 3 of ‘Clarkson’s Farm’.

In its OOH campaign, Wildfarmed's brightly coloured flyposters, digital displays and social ads will make a bold statement in London, Brighton, Bristol and beyond until 9th June. With playful taglines like ‘The Farmer, The Sun & The Holy Toast’ and ‘Things Can Only Get Butter’ - accompanied by bright images of bugs, bees and wildlife - the ads will showcase the ‘life-changing breads’ that are hitting Waitrose shelves this month and shaking up the bread aisle. The ads will dominate urban landscapes, including at prime London spots like New Cross Gate Station, Kennington Road, and Queenstown Road.

George Lamb, co-founder at Wildfarmed, said, “Wildfarmed is not just transforming the bread aisle - our regenerative farms are shaking up the whole food system, one field at a time."

"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."

“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.”

Adam Foley, CEO at Bountiful Cow, said, “Wildfarmed is a transformative business, using regenerative farming to restore the UK’s ecology. This is their big moment to enter the category – but they’re up against the bread brand goliaths. At Bountiful Cow we’re all about Relative Advantage – we find the clear spaces our competitors have neglected. So, we’ve avoided the mainstream media where the bigger brands dominate and found new ways to connect with our audience world, driving footfall into Waitrose while creating the kind of buzz an exciting new brand like this deserves.”