Farmers Weekly's Local Food is Miles Better campaign may have come to an end, but does its legacy live on?
Local food is now so sexy that the major supermarkets are falling over themselves to shout about their different offerings. In the past week, Tesco and Waitrose have both launched major advertising campaigns.
The Tesco campaign centres on its 'localchoice' milk while Waitrose is highlighting that it is the only supermarket to limit its local food to a 30 mile radius.
Sainsbury's has also revealed that it is planning a British food promotion that features farmers and growers.
I'm starting to feel like I may be on my own on this one but I'm pretty positive about the Tesco advert.
Yes - you can argue that it gives the impression that all farmers are receiving the higher price for their milk, when we know that it's less than 130 benefiting.
Yes - you can also argue that it is rather convenient PR for Tesco - given the current Competition Commission investigation - to be seen to be supporting the dairy sector.
But at least the supermarket is investing in the product and hopefully that will lead to greater volumes of 'localchoice' milk being needed.
It's more than some of it competitors are doing, and hopefully, both adverts are also reinforcing the message in consumers' minds that local food is indeed miles better.