Waitrose spotlights food producers amid cost of living concerns

As UK consumers look to tighten their belts this autumn amid soaring fuel prices and inflation, a new campaign from Waitrose shines a light on the quality and provenance of food, 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 asks a series of questions about the food we eat, like where exactly it comes from, its producers are they paid fairly, and “can our range of values ​​also have good values?” It also features some of the people behind its products, including Waitrose partner and cheese specialist Vanessa Jones and pig farmer Michael Baker. The slogan is “Food to feel good. :

The ad was created by longtime agency Adam&Eve/DDB. The agency enlisted Hungry Man’s Bryan Buckley, who won multiple awards last year for his The Lost Class stunt for Changing the Referee and who has long been known for Super Bowl spots, to direct the spot. It brings an upbeat, lighthearted touch to a serious topic (for example, one of the “questions” asks a cow its name.)

According to Martin George, Customer Director at Waitrose, the brand wanted to “create a fully integrated campaign to bring together quality, taste, ethics and value that our customers can feel good about”.

“As customers become more and more demanding about where they spend their money, our ambition is to ensure that our brand refresh will help make Waitrose more relevant and attractive to our customers,” George said in a statement. communicated.

The campaign will run across TV, digital, print, outdoor and social media. It comes days after Waitrose owner John Lewis revealed a first-half loss and described the outlook ahead of Christmas “only uncertain”.

Robert M. Larson