Waitrose has unveiled its latest ad campaign which focuses on the importance of taste by talking up its quality and provenance credentials.
The ‘You can taste when it’s Waitrose & Partners’ campaign will highlight the stories that sit behind some of its products, with the retailer offering customers behind the scenes glimpses of its farms and producers.
Following the ‘slow-TV’ advertising trend, the new campaign will initially kick-off with four 30 second adverts (see below) which aim to allow customers a “quiet moment to appreciate the care and craftsmanship that goes into Waitrose food”.
Produced without music and voiceover, the ads only use the natural background sound at each location. There are very few cuts, with Waitrose saying that the footage lets the quality of the food speak for itself.
The ads will air on TV plus video on demand and in cinema along with ads in national press, supplements and magazines as well as in outdoor sites.
Martin George, Director of Marketing at John Lewis Partnership, 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.”
Following a period of lacklustre trading, Waitrose has been pushing through major range reviews aimed at removing product duplication, whilst focusing on quality own label and exclusive items to help it differentiate itself from rivals.
