Waitrose is launching a major TV advertising campaign highlighting the “quality” ingredients and “superior” taste of its products.
The multichannel campaign – ‘You can taste when it’s Waitrose & Partners’ – will highlight the stories behind Waitrose products, giving customers a behind-the-scenes look at the farms and producers that supply the supermarket.
Launching today, the campaign kicks off with four 30-second adverts highlighting hand-rolled white sourdough bread made in London; mango from Waitrose Foundation farms in Ghana; 100% Italian olive oil produced in Umbria; and free-range eggs from Marlborough, Wiltshire.
In each film, which will air on TV, video on demand and in cinemas, the advert starts where the food is grown or produced and ends with the product being plated up.
Produced without music and voiceover, the ads only use the natural background sound at each location.
Waitrose & Partners - Eggs advert
Waitrose said the campaign followed the ‘slow TV’ trend and “lets the quality of the food speak for itself through the use of authentic settings, the welfare of animals and the way the food is harvested and prepared”.
John Lewis Partnership marketing director Martin George said: “Giving customers the best-tasting food is at the heart of everything we do – from working closely with our suppliers who grow and produce food only available at Waitrose, to our expert partners who are passionate about every step of its journey, from field to fork. We’re committed to offering products that are unrivalled on quality and taste.”
Waitrose added the campaign demonstrated the lengths it goes to providing “the best quality food, sourced in the most responsible way”, with a focus on animal welfare and working closely with farmers.
The campaign will also be supported with adverts in national press, supplements and magazines, as well as in prominent outdoor sites, and recipes on Waitrose.com.
Waitrose Cookery Schools will also offer courses featuring products from the campaign.
The advertising has been created by Adam & Eve DDB, with media planning by Manning Gottlieb OMD.