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."