Belvoir Farm’s new ‘Taste Obsessed’ advert is top-heavy with information. We find ourselves in a field as a woman explains the brand’s ethos and production process to a man in a suit. The brand waits “patiently” for its elderflowers to bloom, we learn. And that’s before the slow process of infusion begins.
“Wouldn’t it be easier to just use elderflower flavouring?” asks the interloper. This question goes down badly. Amusingly so: it’s not just Belvoir’s human crew that take offence, but the local wildlife too.
The gag is pleasingly underplayed: the gate simply clangs behind our besuited bod, the identity of whom we never discover. But we don’t need to: the message gets through – while an accompanying billboard campaign underlines the brand’s “cordial fixation”.
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