Waitrose spotlights the producers behind its food amid cost of living concerns

Bryan Buckley directs TV ad from Adam&Eve/DDB highlighting quality and provenance

Published On
Sep 21, 2022

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As U.K. consumers look to tighten their belts this autumn amid skyrocketing fuel prices and inflation, a new campaign from Waitrose is putting the spotlight on food quality and provenance, and in particular the producers behind its food products.

Reminding price-conscious shoppers of its stance on sustainability and ethics, the new push from the John Lewis Partnership-owned grocer poses a series of questions about the food that we eat, such as where exactly it comes from, are its producers being paid fairly, and "can our value range also have good values?" It also features some of the people behind its products, including Waitrose partner and cheese specialist Vanessa Jones and pork farmer Michael Baker. The tagline is "Food to feel good about.:

The ad was created by long-standing agency Adam&Eve/DDB. The agency enlisted Hungry Man's Bryan Buckley, who has won multiple awards in the past year for his The Lost Class stunt for Change the Ref as well as being long known for Super Bowl spots, to direct the spot. He brings a light-hearted upbeat touch to a serious topic (for example, one of the "questions" is asking a cow its name.) 

According to Martin George, customer director at Waitrose, the brand wanted to "create a fully integrated campaign to bring together the quality, taste, ethics and value our customers can feel good about."

“With customers becoming increasingly discerning about where they spend their money, our ambition is to ensure that our brand refresh will help to make Waitrose feel more relevant and more compelling for our customers,” said George in a statement.

The campaign will run across TV, digital, print, outdoor and social. It breaks a few days after Waitrose owner John Lewis revealed a first half loss, and described the outlook in the lead-up to Christmas "uniquely uncertain."



Sep 21, 2022
Client :
Agency :
Chief Creative Officer :
Richard Brim
Executive Creative Director :
Matt Gay
Executive Creative Director :
Feargal Ballance
Creative Director :
Mark Shanley
Creative Director :
Molly Wilkof
Agency Producer :
Sally Patterson
Planner :
Hugh De Winton
Planner :
Shu Han Lee
Tammy Einav
Managing Director :
Paul Billingsley
Business Director :
Loella Collier
Account Director :
Georgia Roca
Account Manager :
Beth Bridgen
Designer / Typographer :
Paul Knowles
Media Agency :
Manning Gottlieb OMD
PR Agency :
FINN Partners
Production Company :
Hungry Man
Executive Producer :
Matt Buels
Producer :
Chris McBride
Director :
Bryan Buckley
Gary Shaw
Editing Company :
The Assembly Rooms
Editor :
Adam Spivey
Post Production :
Post Producer :
James Beck
VFX Supervisor :
Andrew Barnsley Wood
2D Lead :
Holly McLean
2D :
Mikael Theander
2D :
Ben Stonehouse
Colorist :
Lewis Crossfield
Music Supervisor :
Audio Post Production :
Soundtrack name and composer :
Michel Legrand

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