New Riverford campaign celebrates freshness and farmers

Riverford Organic Farmers has launched a new marketing campaign positioning its organic fruit and veg as the freshest in the market.

The campaign, entitled ‘So Fresh It’s Still in the Soil’, was developed by advertising agency 10 Days. It emphasises the seasonality, quality and freshness of Riverford’s produce – every box is delivered within 48 hours of harvest – but instead of showing the veg itself, it puts the farmers centre-stage. Why? Because the veg is so fresh, it’s still in the soil.

“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.”

The ‘hero brand film’ opens with sweeping shots of Riverford’s Devon farmland, before introducing Riverford farmer Alistair slowly playing a piano towed by a tractor.

In two further films picker Hannah is hula-hooping while farmer Ed limbos under a rope held apart by two tractors.

There is also an end-shot of a box of veg growing out of the soil and into the hands of a new Riverford customer taking the veg into her home.

“Riverford is rooted in the land, the farmers, and the people who care for it,” said 10 Days CEO Jolyon White. “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.”

Days emphasised that the moves away from “the tired stereotype of farming” and instead shows “real people with genuine skills and a great sense of humour”.

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