Transforming Lunchtimes and Landscapes

Wildfarmed, the UK’s leading regenerative food and farming company, has kicked off its first major advertising campaign to celebrate the launch of its ‘life-changing’ bread range, now available nationwide at Waitrose. 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.

Why does regen matter?
The bread aisle sits at the centre of an environmental storm: decades of intensive chemical farming have led to degraded soil, a 69% decline in wildlife across our landscapes, 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.

Instead, the business works with over 100 UK and French growers to grow wheat in a way that works with nature, rather than against it - in line with 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? Turning fields that were silent dead zones into spaces buzzing with biodiversity, and putting more life-giving nutrients back into the soil and wheat.

It’s changing farming, for good.

Since 2019, Wildfarmed has supplied its regen farmed flour to its extensive community of 500+ restaurants, retailers and cult bakeries - including the likes of ASK Italian, Jolene, Franca Manca, Specialty Breads as well as Manchester City FC, schools and more.

Now, this campaign marks the start of its journey as a consumer brand. And this ad campaign brings its disruptive vision to life.