Once more we suffer the indignity of the big little town Cambridge retailers window display competition. Poor, inappropriate and downright inaccurate branding offers nothing to Cambridge – and its partner in this endeavour – National Fieldays.

A promotion which does not call a spade a spade is a failure. Cambridge the Waikato town – most probably the largest Waikato town – functions, in large part, as an agribusiness hub – supplying its hinterland and beyond with goods and services. It is a busy place.

The sillyness of ‘villagising’ Cambridge and reducing commercial activity to the level of comic hayseediness is just wrong. Cambridge is in the business of attracting punters to buy its goods and services. National Fieldays is a celebration of businesses that thrive on innovation and all that other fancy go-get stuff people like to talk about.

This promotion fails both by subverting the strengths, aspirations and branding of both enterprises.