Ploughmans is a bread loved for its wholesome Kiwi goodness, and with most of its raw ingredients sourced from local grain growers in South Canterbury, we saw an opportunity to by-pass the usual cliched food shots and hero the characters who help produce it.

The result was a campaign shot on location in South Canterbury and fronted by the growers who proudly supply the raw ingredients. It was an approach aimed at nailing Ploughmans down to earth goodness in a way that would get people loving the brand as much as the bread.