Walkers has created the world's biggest-ever 'billboard' - a 73,532 square foot 'cropvert' in a British potato field.
Yorkshire-based spud farmer Tim Rodwell helped the crisp brand turn roughly 30,000 plants into its biggest and most unusual campaign to date.
The artwork is so big it's visible from space, and outsizes the biggest standing billboard in the world - which covers 67,382 square feet.
It took a week to hand cut, with drones used to mark out the precise shapes required, before hoeing the crop by hand to spell the message ‘Great Taste Starts Here’, alongside the outline of a packet of Walkers crisps.
The campaign was designed to highlight the brand’s commitment to using 100 per cent British potatoes, which are sustainably grown.
Mr Rodwell is a Farm Manager and pulled off the ‘cropvert’ alongside a small group of fellow Walkers’ growers, just before the potatoes were harvested and sent off to be turned into crisps.
Using just hand tools, the team were able to ensure no potatoes were harmed along the way.
Mr Rodwell said: “I am incredibly lucky to have grown up on a farm, and now I am proudly farming potatoes for Walkers.
“It’s not every day that you get to use potato crops to make a giant message for Britain.”
Rachael Smith, from Walkers, added: “We care about our farms and farmers because we care about our delicious crisps.
“We are committed to using sustainable practices that protect the environment, as we know the best quality crisps start with the best quality potatoes.
“That's why we couldn't be prouder of this unusual collaboration and resulting ‘cropvert’ that communicates this message to the nation.”
Yorkshire-based spud farmer Tim Rodwell helped the crisp brand turn roughly 30,000 plants into its biggest and most unusual campaign to date.
The artwork is so big it's visible from space, and outsizes the biggest standing billboard in the world - which covers 67,382 square feet.
It took a week to hand cut, with drones used to mark out the precise shapes required, before hoeing the crop by hand to spell the message ‘Great Taste Starts Here’, alongside the outline of a packet of Walkers crisps.
The campaign was designed to highlight the brand’s commitment to using 100 per cent British potatoes, which are sustainably grown.
Mr Rodwell is a Farm Manager and pulled off the ‘cropvert’ alongside a small group of fellow Walkers’ growers, just before the potatoes were harvested and sent off to be turned into crisps.
Using just hand tools, the team were able to ensure no potatoes were harmed along the way.
Mr Rodwell said: “I am incredibly lucky to have grown up on a farm, and now I am proudly farming potatoes for Walkers.
“It’s not every day that you get to use potato crops to make a giant message for Britain.”
Rachael Smith, from Walkers, added: “We care about our farms and farmers because we care about our delicious crisps.
“We are committed to using sustainable practices that protect the environment, as we know the best quality crisps start with the best quality potatoes.
“That's why we couldn't be prouder of this unusual collaboration and resulting ‘cropvert’ that communicates this message to the nation.”
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FunTranscript
00:00 As a group of farmers we've been here a week cutting a crop vert out.
00:07 The crop vert is nearly 74,000 square feet and we found out the other day that it's larger
00:12 than the largest billboard in the world.
00:18 We've used hand tools to make this crop vert.
00:22 We've topped about 30,000 plants.
00:25 For me the walkers potatoes make the best crisp because it's sustainably farmed by us
00:31 farmers and the care and love that we put into these is second to none.
00:35 It's lovely to go with all the potatoes that go into walkers and 100% real.
00:41 This is my favourite time of year because I get to come out into the countryside and
00:45 get away from people.
00:50 Great taste starts here.
00:51 (upbeat music)
00:53 (coyote howling)