Waitrose launches new advertising campaign
Waitrose has unveiled plans to launch a new advertising campaign focusing on the quality and provenance of its food.
‘The Warmest Season’ campaign is a celebration of a traditional British autumn and features Waitrose’s real-life suppliers battling with the British weather to produce an array of seasonal food.
The supermarket’s first TV campaign in nearly 12 months, the 60 second advert will launch on 2 October and is the first produced by Waitrose’s new creative agency, adam&eve DDB.
To tie in with the strong seasonal theme, the advert is set to the soundtrack from the original 1968 Disney feature, ‘Winnie the Pooh and the Blustery Day’ which depicts the classic children’s character fighting against the elements on a windy, autumnal day.
Rupert Thomas, marketing director at Waitrose, said: “As we welcome back the cold, crisp weather we wanted to bring out the warmth of autumnal food – from Sunday roasts to fish pie to apple crumble, especially highlighting quality British ingredients. We are very proud of our trusted relationships with our suppliers and know our customers appreciate the care we take producing the best quality food.”
The campaign debut on TV will be followed by digital and print media activity. Waitrose will also be launching a campaign called #AutumnWarmers to encourage its social media communities to share their favourite autumnal food photos.
