The latest marketing campaign from Waitrose highlights its ‘no compromise’ commitment as a leading supermarket on animal welfare.
A series of ads – which are part of its ‘Food to Feel Good About’ campaign – will feature across TV, cinema, poster and digital screens. The campaign spells out the chain’s credentials on welfare and throws down the gauntlet to other retailers who it claims are prepared to accept lower standards.
Waitrose noted that while other retailers have focused welfare around meat and dairy aisles, its latest series of ads will also set out the breadth of its welfare values – right down to ingredients in its own-label ranges.
Nathan Ansell, Customer Director, said: “The Waitrose ‘no compromise’ message is simply setting out the facts. We are head and shoulders above other supermarkets so we’re throwing down the gauntlet to others who are prepared to accept lower standards.”
Charlotte Di Cello, Commercial Director, added: “Welfare is vital for us and our customers and we have distinctive standards which our customers won’t find at any other retailer; all our pigs are reared outdoors, all our eggs are free range, even those in our mayonnaise and we’ve even developed a unique free range standard for our dairy cows. What’s more we apply our high welfare values across our entire own label range from pies to sandwiches.”
