Waitrose has launched an ad highlighting the environmental credentials of its fruit and vegetables.

Airing tonight, the latest ad in its ethical sourcing campaign tells the story of a Hertfordshire farm that grows cherries for the retailer.

The ad shows bees cross-pollinating trees in the cherry orchard and features the Waitrose products that use the farm’s cherries, including one of its own-brand pavlovas.

The execution highlights that Waitrose is the only national supermarket to use only Leaf-certified fruit and vegetable suppliers, a marque that guarantees responsible farming techniques including crop rotation, wildlife habitat creation and limited use of chemical fertilisers and pesticides.

Tonight’s ad forms part of the long-running Waitrose sourcing campaign, which kicked off last April with live footage from its dairy farms, and most recently highlighted its British sourcing policy for poultry.

Rupert Ellwood, head of marketing at Waitrose, said: “This is the first time the campaign has featured fresh produce. With Wimbledon, it would have been easy to focus on strawberries, but we know our customers also love British cherries. The nature of how cherries grow, with the blossom and the bees it attracts, creates a very clear link to the environment and what Leaf stands for.”