This Is My Soul

In an age when consumers revel in the narrative powers of food, The Black Farmer’s eccentricity, colour and outspokenness offered, we believe, a personality that could set the brand apart.

Or, to quote Wilfred himself, “If I’m going to be in the ad then I want people to think ‘what the fuck is that about?’” 

So we brought in Tony Kaye, the industry’s most notoriously uncompromising director.  We put Wilfred in a field with flamenco and Morris dancers.  Threw in the odd sausage.  And let it run for two minutes.

Record sales followed…