adam&eveDDB's New Waitrose Campaign Shows You Where Good Food Comes From
Waitrose is launching an innovative new brand campaign featuring live footage from its farms, in an industry first.
The campaign, created by adam&eveDDB and Manning Gottlieb OMD, uses a selection of cameras including Go Pros to take viewers into its dairy and free range hen farms, showing their customers where their food comes from.
The campaign, which encompasses TV, print and digital display, marks a step change for the retailer. Highlighting the quality of its food is not new for Waitrose, but the use of innovative technology means the supermarket can now demonstrate its sourcing credentials in a new and contemporary way.
Waitrose recently became the only supermarket able to guarantee that all the cows that provide its milk and cream have access to grazing. The campaign is in response to the demand Waitrose is seeing for quality food and shoppers wanting to be reassured about its provenance.
The campaign breaks on 11th April with 10 second teasers, followed by the first same day live TV ad from one of Waitrose’s dairy farms near Newbury on the 15th April. One of the dairy cows will take centre stage in the ad by wearing a small, lightweight camera giving customers the opportunity to see the benefits of their environment for themselves.
The next same day TV will be filmed at one of Waitrose’s free-range hen farms near Marlborough. Footage will be recorded and aired the same day for TV and marks the first time a UK food retailer has streamed same day live content in its advertising.
A supporting digital OOH at the UK’s major train stations (including Waterloo Motion) and display campaign will 'live stream' footage from three different locations at the Waitrose Leckford Farm, including beehives, rapeseed and panoramic views of the countryside. The print campaign will only use images of real Waitrose farms that have been taken within 24 hours of publication. A digital banner campaign will ‘live stream’ footage into a YouTube Masthead Takeover on Monday 18th April.
Rupert Thomas, Marketing Director, 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.”
Tammy Einav, Managing Director, adam&eveDDB, said: “The quality sourcing of Waitrose food speaks for itself. We wanted to let it do just that.”
Katherine Charalambous, Executive Director, Joint Head of Retail Manning Gottlieb OMD, said: “We have pushed media boundaries to bring the campaign message to life. Collaboration has been at the heart of this, making a logistically challenging campaign possible across multiple channels.”
Chief Creative Officer: Ben Priest
Copywriter: Miles Carter
Art Director: Sophie Knox
Executive Creative Director: Ben Tollett, Richard Brim
Planner: Dom Boyd
Business Director : Victoria Day
Account Director: Joanne Murray
Producer: Panos Louca
Managing Partner: Tammy Einav
Assistant Producer: Sion Prys
Account Executive: Alice Child
Print Producer: Nicola Applegate
Media Agency: Manning Gottlieb OMD
Music and Sound
Audio Post Production: UNIT
Edit Company: The Quarry
Editor: Peter Lambert
Post Production / VFX
Post Production House: UNIT
Producer: Magda Krimitsou
VFX Supervisor: Rob Ellis
Colourist: Scott Harris
Print / OOH
Production Company: Stink
Executive Producer: Jon Chads
Producer: Simon Eakhurst
Director: Wilkins & Maguire
DOP: Peter Alibone, Martin Hill
Category: Retail and restaurants , Supermarkets