Not for what marketing does, but for what marketing has become.
So many people the world over make marketing out to be some sort of complex science. I presume to make themselves look smart or to try and justify the money they are charging you.
But marketing isn't complex. I believe it's just common sense with a few good ideas thrown on top. The entire business function should be renamed just that.
These days, marketing is so full of data, of analysis, of graphs, spreadsheets, research groups, channel medium, tactics and layers of people that it no longer creates new or strong ideas.
It has done this to be safe. But marketing is not safe. Nothing new or bold ever is.
That's the beauty of milk. It's virtually the same product on farm to when it reaches the shop. Cocaine on the other hand is something different entirely. Photo Credit: Claudia Riccio
And I think this is holding British farming back. Despite having some of the best produce in the world we are failing ourselves and our industry with bland, impotent messaging that consumers are actively trying to avoid.
So rather than complain and get bitter, I thought I'd put my money where my mouth is and do something about it.
This page is dedicated to righting some of those wrongs.
This is my take on common sense and some good ideas.
Enjoy.
I'm sick fed up of hearing about Veganuary so I thought I'd create 'The Resistance'. My attempt at 'anti-Veganuary' marketing because red meat forms such an essential part of a healthy, balanced diet. Photo credits: Claudia Riccio
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British milk - purer than the driven snow. Video credits: Front Row Video
Sometimes I feel that people need reminded how great British beef is. Red meat is a fantastic source of so many essential vitamins and nutrients. Oh, and it tastes fucking amazing too! Photo credit Claudia RiccioIt's all too easy to forget but this is what the world would look like without farmers. The girl in the picture is my daughter Chloe and the picture was taken in our kitchen after having emptied the fridge for the shoot. Photo credit Darkstar PhotographicFarming in 2023. Or certainly what it feels like selling food into our broken food supply chain here in the UK. The supermarkets clearly don't give a fuck about the people they rely on the most. This illustration captures that sentiment. Illustration credit: Charlotte CaswellA lot of the time it's not what you say but how you say it. I'm still amazing at how many people complain at the price of milk given how cheap it actually is given what you're getting. Photo credit: Claudia Riccio
