Pembrokeshire-based farming co-operative Puffin Produce saw an opportunity to reach consumers directly by launching their own brand and celebrating their Welsh provenance. They already had the name, Blas y Tir, meaning Taste of the Land in Welsh.

Working alongside brand strategist Caroline Hanna, we explored visual expressions that would resonate locally and nationally. Welshness emerged as a key emotional trigger for shoppers, but it needed to feel genuine, modern and rooted in the land.

In the first year following launch, sales grew by 540%, confirming the strength of the positioning and creative approach.

We subsequently extended the brand across the full range of standard, premium and speciality potatoes and vegetables, supported by bold point-of-sale and in-store graphics that gave the brand strong visibility within a crowded commodity aisle

As the brand continued to grow, Blas y Tir took its first step into broadcast advertising. We created a series of TV adverts celebrating seasonality and place - focusing on Pembrokeshire Earlies in the summer and Rudolph potatoes in the winter - further reinforcing the brand’s connection to land, provenance and quality.

With website, vehicles, event graphics, clothing and retail communications all brought under the same identity, Blas y Tir became one of the most comprehensive and successful brand programmes in our portfolio.