THE RETAIL BULLETIN - The home of retail news
Lest we forget
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
Interviews
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE
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.

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

The Retail Design Seminar 2018
The Retail Design Seminar 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Seminar 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
AI in Retail Conference 2019
AI in Retail Conference 2019
18 September 2019
Cavendish Conference Center, 22 Duchess Mews, London W1G 9DT
Retail marketing is changing pace rapidly by making communication across all platforms personalised, relevant, efficient, and helpful. AI not only helps shoppers find a perfect product but also pre-empts the shopping behaviour and speeds up payment.
The HR Summit 2019
The HR Summit 2019
Tuesday 8 October 2019
The Cavendish Conference Centre, London W1
The 11th HR Summit 2019, The Cavendish Conference Centre, London W1, 8 October 2019
Fix The Dinosaur Roundtable 2018
Fix The Dinosaur Roundtable 2018
19 October 2018
The Euston Suite, The Hallam, 44 Hallam St, London W1W 6JJ
A Masterclass in IBMi Legacy Issues