HIBERNOT with Land Rover

Date posted: 23 January 2017

Industry News

Land Rover has a genuine appetite for winter. It is there not to be endured, but anticipated and experienced. Travelling to the Lake District with Michelin-star winning chef Simon
Rogan, we created the film content for the latest series of Land Rover’s iconic #Hibernot campaign, challenging viewers to see winter differently and embrace the season.


Like Rogan, Land Rover has a genuine appetite for winter. Our vehicles are built to brave the elements and grant their owners safe passage through whatever the season throws at them. What’s more, we believe winter is not to be endured, but anticipated and experienced. Winter is mysterious and alluring, beautiful and fruitful. So when the clocks go back, we refuse to stay in the confines of our homes. Hibernate? No chance. #Hibernot



Land Rover’s Hibernot campaign has over the past three years encouraged drivers to embrace everything winter has to offer. And this year we’re encouraging everyone to get out and taste the best of winter. To help us in our task, we’ve enlisted Britain’s most acclaimed advocate of British food and foraging, the celebrated chef and Range Rover Sport driver, Simon Rogan. He welcomes us to Cartmel, Cumbria, on a mission to dispel the myths surrounding winter produce and serve us Hibernot season on a plate.

Like the vehicle he drives, Rogan is equally content semi-submerged in the great outdoors, taking on any condition, temperature or season. Here in his adopted home of the Lake District, in the midst of midwinter, the master chef and son of a Southampton greengrocer shows us how best to take on the fruits of land, earth and sea, cooking up some truly remarkable winter fare.


“My signature dish for winter months would be grilled salad smoked over embers with Ragstone cheese and truffles,” claims Rogan. “All of the ingredients are particularly delicious in winter. It’s a great dish for warming up in those colder months.”


The simple way to experience such fare would be to drop-in (well, book a table months in advance) at Rogan’s flagship restaurant L’Enclume in Cartmel, Cumbria. An eatery that in August 2016 was rated by The Good Food Guide as Britain’s finest restaurant for the fourth year running. Those closer to the south coast opt to visit Fera at Claridge’s, opened by Rogan in 2014 to a fanfare of publicity following the departure of former occupant, Gordon Ramsey. The capital’s famous destination still retains Simon’s ethos though, menus here are inspired by the changing seasons, championing exceptional, mostly homegrown produce that is harvested in its prime throughout the year, even in winter.


Rogan, who spends much of his time toiling the land of his 12-acre smallholding near Cartmel, is a strong advocate of rustling through the nation’s woodlands and hedgerows under nature’s most excellent canopy – but always errs on the side of caution.


“It’s important to do your research and learn very carefully what is edible,” warns Rogan. “Particularly in winter when there’s a lot less around. Plan out routes and of course, wrap up warm!”

“There’s less produce in winter for sure, but it’s still possible to find gems such as curly or Russian kale. Cabbages are particularly good in winter also – and I always look forward to using them in the winter months… produce that grows over winter, grows slower, so tastes better.”


Rogan’s fascination with foraging was forged in his teens. Under the tutelage of a former Savoy chef while serving an apprenticeship in a sprawling Hampshire hotel, he spent his downtime rummaging through the grounds for exciting and unusual ingredients. This appreciation stayed with him throughout his formative years running kitchens across the UK and Europe and formed the ethos of L’Enclume, which after he opened in 2002 went on to be awarded no less than two Michelin stars.


Out here though, away from the pristine silverware and crisp linen napkins, exposed to Cumbria’s most dramatic weather, how does Rogan’s distinctive choice of vehicle aid his passion for alfresco off-grid gastronomic preparation?


“My Range Rover Sport gets me to parts of the Lake District that no others can do which helps me a great deal in my work. The car is fantastic in unforgiving weather conditions, on all terrain and in all seasons, I wouldn’t be without it.”


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