Supermarket chain Waitrose has launched a new marketing campaign featuring Michelin-starred chef Heston Blumenthal, who headlined at the Housewares Conference 2012, organised by www.HousewaresLive.net and sister magazine Housewares.
The campaign, which focuses on the importance of high pig welfare standards, kicked off late last week with the airing of a new TV advert on ITV at 7.35 on Thursday June 21.
The ad showed Heston on a farm that supplies Waitrose, as he highlights that all Waitrose fresh pork products come from pigs that are outdoor-bred, then reared in light and airy barns with fresh straw bedding. It also features Heston’s slow-cooked pulled pork with cabbage slaw, with many of the key ingredients available on promotion at Waitrose at a third off until Tuesday June 26.
The push is designed to make customers aware that Waitrose’s commitment stretches across all of its ranges of 100% British fresh pork, bacon and sausages.
To further highlight its commitment to pig welfare and informing customers where their food comes from, Waitrose will introduce QR codes to its own label products for the first time from July 4. They will appear on own label pork, sausages, bacon and gammon as well as on shelf-edge barkers. Shoppers will be able to scan the codes with their smartphones to get an insight into the welfare conditions of pigs farms and information about the farmers responsible for rearing them – as well as recipes and cooking tips.