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New Waitrose advertising campaign to feature live footage from the supermarket's farm

Waitrose is to launch a major advertising campaign which aims to give customers the opportunity to see first-hand where their food comes from.

GENERAL MERCHANDISE

New Waitrose advertising campaign to feature live footage from the supermarket's farm

Waitrose is to launch a major advertising campaign which aims to give customers the opportunity to see first-hand where their food comes from.

The campaign will kick off with a series of TV adverts which will be filmed on the same day of broadcast which Waitrose says will give the adverts "immediacy and authenticity".

In an industry first, the supermarket will also 'live stream' footage from its farm at Leckford Estate in Hampshire. This will be displayed at some of the UK's major train terminals, including Waterloo Station, to enable commuters to see live footage from three different locations of the Waitrose farm, including beehives, rapeseed and panoramic views of the countryside.

The opening TV advert, which will be filmed and broadcast on 15 April, will come from a dairy farm near Newbury that supplies milk to Waitrose.

Waitrose said it is launching the campaign in response to shoppers' growing demand for reassurance about their food's provenance.

Rupert Thomas, marketing director at Waitrose, said: "We've always been proud of where our food comes from, and the care and commitment our farmers and suppliers put into producing it. We have never compromised on quality, and never will - but rather than telling customers what we do, we've decided to show them in an open and honest way.“

Waitrose said further adverts in the campaign will highlight how Waitrose is the only supermarket to guarantee that all its eggs are free-range and that all its fish is responsibly sourced.

In addition, all national print advertising will only use images of real Waitrose farms that have been taken within 24 hours of publication.

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