The Ploughman’s secret is revealed in latest campaign for Ploughman’s Bakery via Proximity
Proximity has launched a new campaign platform for George Weston Foods’ Ploughman’s Bakery celebrating the virtues of its locally grown ingredients in its bread.
Ploughman’s is loved for its traditional style wholesome Kiwi goodness, and with most of its raw ingredients sourced from local grain growers in South Canterbury, the campaign eschews the usual fresh-food-ingredients-on-table-top shots for the character of real South Canterbury farmers battling it out for who grows the best grain and seeds. It’s an approach designed to get people to love the brand as much as the bread.
Filmed on location in South Canterbury by The Beards and directed by Matt Eastwood, the campaign features remarkably authentic performances from grain growers like Jock from Ashburton, Sid from Greendale and Craig from Mayfield.
Says James Mok, CCO Proximity NZ: “Because Ploughman’s is a bread with hearty character it deserves to be a brand with hearty character. It’s never easy working with untrained talent but we wanted the genuine thing and these South Canterbury farmers didn’t disappoint. These fellas deal with all manner of nature’s challenges to grow quality grains and seeds so a bit of acting is all in a day’s work. They nailed Ploughman’s down to earth goodness.”
Says Victoria McCrea, GM marketing, GWF Baking NZ: “It’s great to have our local growers featured in our campaign and the authenticity they brought personifies what Ploughman’s Bakery is all about, honest, generous, delicious bread filled with grains and seeds.”
The integrated campaign is running now across digital video, broadcast, social and shopper.
Client: George Weston Foods
Product: Ploughman’s
GM Marketing and Innovation Baking Division: Victoria McCrea
Group Brand Manager Baking Division: Scott McKinnon
Senior Brand Manager: Deb Tudehope
Creative Agency: Proximity NZ
Director: Matt Eastwood
Production Company: The Beards
Media Agency: OMD
Research Agency: FiftyFive 5
16 Comments
…is sometimes the best thought. Unless it’s this.
made me go to Swansons today.
As an immigrant to this lovely country I couldn’t help but feel slightly put off by the fact the underlying theme of ‘locally sourced is better’ is brought to life by a cast of all white kiwi males. Prob could have done with some diversity here to make this a little mess jarring? Maybe it’s just me?
Good luck casting for diversity among real South Island farmers.
South Island farming reality represented, rightly or wrongly this is it.
Both my parents are white and I come from white ancestry but turned out pretty brown myself. This is so basic and boring imo.
Judging by the ‘Locally Sourced’ comment, I’d suggest Auckland creatives get out of Auckland more often and see life beyond the central Auckland isthmus.
It’s a bit like complaining that an ad for a Chinese restaurant didn’t show diversity because they only showed Chinese people.
Sometimes you can’t win.
It’s just a boring ad that won’t get anyone buying Ploughman’s, who cares about the diversity if nobody’s going to watch it anyway.
I think not….
Nice to see White men on TV , rarity these days
More like Mid Canterbury
Jock with the red ute in ad… Jock Ross Canterbury rugby player in his day.
real farmers captured and portrayed as they are, Well done. Ignore the pathetic PC dicks that complain about lack of diversity ?
Jock Ross was part Maori if I remember correctly
Jock Ross awesome guy ex all black married to my cuz , hardworking no no nonsense couple Bub was a all black as well good people
Meth and purple weed?