The Great Cornish Heist

The Cornish Company has cast a baker, a fudge maker, and an afternoon tea artisan as small-time smugglers for its first ever national TV advert, The Great Cornish Heist, created and produced by Birmingham creative agency Tribera.
“The Delicious Rebellion” advert is airing on ITV from September, and brings to life The Cornish Company’s new brand platform underlined with a nod of the region's heritage.
From platform to film
The Cornish Company was founded in November 2020, sat at their dad’s kitchen table brothers Tom and James Woodley had an idea to share the best of Cornwall, bringing joy and celebration by creating hampers of authentic Cornish food and drink.
By 2026, the business had blossomed and the brand started the hunt for a creative partner who could turn the new brand platform “A Delicious Rebellion” to life in 30". They wanted bold, witty and full of character, just like its wonderful people. In addition, it needed to feel authentically Cornish, while also standing apart from more traditional hamper brands.
“The Cornish Company came to us with a brand platform they had developed, that had an edge that set them apart,” said Dan Osadciw, Creative Director at Tribera.
“It was our job to tell a story about the best of Cornwall, from the perspective of those in the know. We wanted to create something that felt personal, established an emotional connection with the audience, and drove purchase intent – all wrapped up in a contemporary and cheeky Cornish tone.”

The idea: The Great Cornish Heist
The TV film follows three producers smuggling their wares to the rest of the nation - a baker, a fudge maker, and a cream tea artisan - as they sneak Cornwall’s best produce into a hamper, each caught in a freeze frame with their own on-brand alias: The Pastie Pincher, The Fudge-y Smuggler, and The West Country Scone’drel.
It resolves with the hamper passed hand to hand, all the way to a customer’s front door.
“We wanted to create three characters who are in on the act,” said Dan. “The Pastie Pincher, The Fudge-y Smuggler, The West Country Scone’drel - it has an Ocean’s Eleven tone with a wink, not menace - right through to the hamper landing on someone’s doorstep.”
One shoot day, a full suite of assets
The same production day generated the 30-second hero film, three 10-second cutdowns in 9:16, 1:1 and 16:9 for social, freeze-frame paid social statics, hamper product stills for paid ads, the pause screen, and behind-the-scenes content.
“One production day had to work incredibly hard,” said Dan. “We built everything around the hero film from the outset, so a single shoot gave The Cornish Company a whole host of content – TV, VOD, paid social, stills, the lot.”
Sophie Handley, Head of Marketing at The Cornish Company, added: “We spoke to a few different creative agencies, but Tribera’s creativity stood out from the offset. Everything has been incredibly organised, and we’ve had some honest conversations along the way, which helped us land on the direction, and deliver a TV brand campaign we’re really proud of.”
Tribera led creative on the campaign, working alongside The Production Booth on production.