Proximity reveals The Ploughmans Secret

Proximity has launched a new campaign platform for George Weston Food’s Ploughmans Bakery celebrating the virtues of its locally grown ingredients in its bread.

Ploughmans 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. 

James Mok, CCO Proximity NZ says: “Because Ploughmans 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.”

Victoria McCrea, GM Marketing GWF Baking NZ says: “It’s great to have our local growers featured in our campaign and the authenticity they brought personifies what Ploughmans 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 Bakery
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

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