Winter is Served in Land Rover’s #Hibernot 2017 campaign
Land Rover in conjunction with its global strategic joint venture agency Spark44 launches this year’s #Hibernot campaign for Land Rover, in January 2017. The theme for this year, based on audience insight that Range Rover drivers are passionate about top-quality food experiences; creates a tangible experience, enabling the consumer to make the most of winter as only Land Rover can. The campaign delivers on an extraordinary winter experience.
With a set of films featuring AA’s Chef of The Year 2016, Simon Rogan. The collaboration with the two-Michelin-starred chef sees invited guests enjoy a three-course meal at a unique, drive-through restaurant on the South Downs. The campaign themed Winter is Served, ends with the challenge: “Hibernate? No chance. #Hibernot.”
This year’s creative idea, devised and executed by Spark44, is a concept which brings life to Land Rover’s brand purpose of Above and Beyond in beautifully shot films, directed by Ben Lankester. Together with the 60” film of the “fine-dining event”, the campaign includes a series of film shorts first seen on Land Rover’s own social channels, heralding a national campaign which translates to retailer activity from 4 February.
The restaurant featured three-course meals using locally sourced and seasonal ingredients, for guests to experience fine-dining, Land Rover-style. The new film follows 60 specially invited diners, including TV presenter Julia Bradbury, to savour an exclusive culinary experience on a remote hillside overlooking the picturesque South Downs in East Sussex. Guests arrived in Range Rovers, Range Rover Sports and Range Rover Evoques exploiting the off-road capability of the luxury vehicles, to truly experience the rural terrain and stunning vistas from the hill-top.
The bespoke one-off restaurant and kitchen was specially built ‘in the middle of nowhere’ – designed under Simon Rogan’s guidance. Guests pulled up at the #Hibernot Drive-Through window, and were given a gourmet starter at the window. As guests were seated in the restaurant – Simon explained the concept of his meals. When dessert was served the accompanying napkin had a printed map of the area with #Hibernot recommended destinations to explore nearby. Every year, Land Rover encourages Brits to avoid ‘hibernating’ through the winter months and explore the beauty of the British countryside by celebrating winter dining in this year’s #Hibernot. The area was returned to its natural, landscape afterwards.
Simon Rogan is known for his love of foraging for local ingredients, and three of the film shorts showcase his talents as he drives around the British countryside in his own Range Rover; creating delicious meals which he cooks over open fires, and serves with Michelin precision. Reflecting the best of Britain’s produce and landscape, Simon uses ingenious ingredients and flavourings. LAND (meat) Herdwick Hogget is smoked over juniper branches; SEA (fish) Parlourde clams are seaweed steamed on hot stones; and EARTH (vegetarian) Hen of the woods mushrooms are wrapped in pine and fired in clay.
