Create an engaging video as part of a joint Guardian/Country Life project to launch the Great British Picnic campaign. The concept was to encourage Guardian readers to head out into the British countryside and explore great picnic spots across the UK, as well as help promote Country Life's picnic app.
The campaign comprised a series of six double-page spread advertorials in Guardian Weekend magazine, plus six videos and an interactive map of UK picnic locations, all of which was housed on a dedicated website.
To bring the brief to life the creative for the campaign centred around TV chef Matt Tebbutt, a former Market Kitchen presenter and regular on Saturday Morning Kitchen. To capture the essence of the campaign, we asked Matt to develop six different picnic menus and then sent him out on location to six picnic spots around the UK to present each menu. On five of the six picnics he was joined by another TV personality and they were interviewed about their views on picnics, their childhood memories and their thoughts on the particular location. Each location was dressed to suit the surroundings, and the resulting footage, photography, interviews and recipes created the core of this campaign.
The location/talent line-up was as follows: Mugdock Country Park, Glasgow, introducing Matt Tebbutt Kirkstall Abbey, Leeds, Matt with TV presenter Miranda Krestovnikoff Hay on Wye, Wales, Matt with garden designer Diarmuid Gavin Kew Gardens, London, Matt with actor Larry Lamb Royal Victoria, Bath, Matt with TV presenter Phil Spencer Broadstairs, Kent, Matt with actor Lisa Faulkner
From three of these picnics locations we produced a video of Matt creating one of the featured recipes. Our video link entry is one of these three videos. It features Matt on location in Hay on Wye alongside TV gardener Diarmuid Gavin. They are seen prepping and cooking a lamb dish, while chatting about their own picnic memories.
The video perfectly embodies the ethos of the campaign - bringing the picnic concept to life and inspiring Guardian readers to embark on their own culinary foray into the British countryside. This video draws on the beauty of the location, while showcasing the food at its best. The chosen recipe elevates picnic food to a more sophisticated level, appealing to the foodie-loving nature of Guardian readers. The easy, natural chat between Matt and Diramuid has a engaging nostalgia that is both inclusive and encouraging.