Riverford Puts Growers Centre Stage In Playful New Campaign

‘So Fresh, It’s Still in the Soil’ has been launched to show off the unique and unexpected talents of the company’s growers as a way of celebrating the care, humour, and passion behind every box of produce the company delivers.

Image: Riverford

Designed to position the 100% organic fruit and vegetable offer from Riverford Organic Farmers as the freshest in the market, the new digital brand campaign puts its growers centre stage.

Developed by creative agency 10 Days, it captures Riverford’s promise: vegetables from their own farms that are so fresh they could still be growing in the soil.

The hero brand film opens with sweeping shots of Riverford’s Devon farmland, before introducing Alistair, who is a real Riverford grower, slowly playing on a piano towed by a tractor. 

The scene is a playful twist on advertising conventions. Instead of showing the produce, the growers take centre stage because the vegetables are so fresh that they are still in the soil.

Image: Riverford

In two further films, the hula-hooping talents of picker Hannah are illustrated, as well as Farmer Ed who limbos under a rope held apart by two tractors. 

Finally, there is a charming end-shot of a box of vegetables literally growing out of the soil, emerging into the hands of a new Riverford customer taking the produce into her home.

“Riverford is rooted in the land, the farmers, and the people who care for it” explained Jolyon White, chief creative officer at 10 Days. “We wanted to dramatise that truth with humour and warmth – letting Riverford’s farmers, not glossy food shots, tell the story of freshness. It’s about showing customers where their food comes from, and why it tastes so good.”

The playful films break the usual stereotype of farming by showcasing real people with genuine skills and a great sense of humour. 

Image: Riverford

‘So Fresh, It’s Still in the Soil’ also serves as a clear reminder to produce-conscious consumers that Riverford offers seasonality, quality, and freshness since every box is delivered within 48 hours of harvest, straight from farm to door.

“We’ve always believed our veg speaks for itself,” said Ali Anstee, brand lead at Riverford. “But freshness is hard to capture when it’s still in the soil. This campaign puts our farmers centre stage, celebrating the care, humour, and passion behind every box we deliver.”

Riverford said the campaign captures “the best of what we do” at a company where it’s all about the people who grow it, pack it, deliver it, and make it possible. 

“From beautiful farm scenes and fresh, seasonal produce, to the care and quality that goes into every box,” the company explained on LinkedIn. “And while the carrots, cabbages and cauliflowers keep on growing, our co-owners filled the screen with a little entertainment of their own.”

The digital campaign rolls out on Disney Plus, YouTube, Meta, and owned channels. The strategy, creative, and production was delivered by 10 Days.

Source: LBB