Waitrose is to launch a new ad campaign featuring their suppliers as it aims to shine the spotlight on quality and provenance.
The ad will launch tomorrow (2 October 2015) and comes amid a consumer shift which has seen customers take a greater interest in where food is sourced from, and part fuelled by sourcing fiascos such as the horse meat crisis.
Waitrose’s ‘The Warmest Season’ campaign promotes autumnal food and features Waitrose’s real-life suppliers “battling with the British weather to produce an array of delicious seasonal food”.
The ad aims to highlight the supermarket’s “unique sourcing credentials” and features a Waitrose apple farm in Leckford, Hampshire; husband and wife beef farmers; and Keith Graham in Grimsby who provides the grocer with haddock.
Rupert Thomas, Waitrose marketing director said, ”We are very proud of our trusted relationships with our suppliers and know our customers appreciate the care we take producing the best quality food.”
The 60 second ad is the first to be produced by Waitrose’s new creative agency adam&eve DDB and is the grocer’s first on TV in nearly 12 months.
The TV ad will be promoted on social media as #AutumnWarmers. Waitrose will encourage people to share “their favourite autumnal food photos”.
