I love the idea.
I love the product range.
I particularly like the art direction of the product range.
But there’s something that doesn’t feel quite right here.
It feels like it’s trying too hard to be funny (check the ‘Lincolnshire gravel from Lincolnshire’ line):
Like the rest of you, I’ve seen some incredible HN ads over the years and they’ve always had an understated, intelligent tone that allowed you to get the gag; these rather force feed you with the yuks, and for me that just ain’t quite HN.
But overall that’s a pretty small quibble against a nice piece of work.