Waitrose is launching the latest instalment in its award-winning brand campaign, giving customers the chance to see where their food comes from. The supermarket’s summer advertising campaign will underline that Waitrose is the only supermarket to insist that all its British fresh fruit and vegetable growers are LEAF marque certified, which is a guarantee to consumers that the producer operates in an environmentally responsible way. Accredited growers employ responsible farming techniques, including crop rotation, wildlife habitat creation and limit use of chemical fertilisers and pesticides.
The new advert was filmed on a farm in Herefordshire which grows cherries for Waitrose. Airing on 5 July 2017, the ad shows a close-up of a bee on a cherry blossom branch, before showing a mouth-watering cherry pavlova being cut into. The highlight of the advert is a bee burrowing itself in cherry tree blossom looking for nectar and collecting precious pollen on its body. The bee is one of thousands that spent the spring on the farm in Herefordshire, cross-pollinating cherry trees in the orchard.
Rupert Ellwood, Head of Marketing, Waitrose, says: “This is the first time the campaign has featured fresh produce. With Wimbledon, it would have been easy to focus on strawberries, but we know our customers also love British cherries. The nature of how cherries grow, with the blossom and the bees it attracts, creates a very clear link to the environment and what LEAF stands for.”
The first advert in the campaign was filmed on a dairy farm near Newbury that supplies milk to Waitrose. Waitrose is the only supermarket able to guarantee that all the dairy cows that supply its milk and cream have access to grazing for a minimum of 120 days. This new campaign builds upon last year’s ‘LIVE from the farm’ element to the ‘Everything we do, goes into everything you taste’ campaign, further differentiating Waitrose for its commitment to quality food and responsible sourcing.