The Land Rover Defender is the reliable workhorse of farms up and down the country. Day in day out it supplies the muscle, the 'beef', to get the job done, no matter how demanding.

The idea was to target consumers in butchers by playing on the double meaning of the word beef. The solution was to borrow iconography from the world of farming. The typical diagram of a cow’s cuts of meat found in butchers up and down the country was used as the basis to demonstrate the various parts of the vehicle.

The print ad was then also produced as a poster and placed in butchers where the usual ‘cuts of meat’ poster would be.

Agency / RKCR/y&r