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…