Waitrose is set to launch an advertising campaign taking customers to genuine working farms, to see first-hand where their food comes from.
The push kicks off with a series of TV adverts which will be filmed on the same day of broadcast. The supermarket chain said the ‘unprecedented’ short timescales between filming and screening will give the ads ‘immediacy and authenticity’.
The first, which will be filmed and broadcast tomorrow (April 15), will come from a dairy farm near Newbury that supplies milk to Waitrose. One of the cows will now take centre stage by wearing a small, lightweight camera, giving customers the opportunity to see the benefits of their environment for themselves.
Other ads will highlight that Waitrose stocks free range eggs and its fish is responsibly sourced.
The grocery multiple will also ‘live stream’ footage from its own farm, Leckford Estate in Hampshire. From dawn to dusk, commuters at some of the UK’s major train terminals including Waterloo Station will be able to watch live footage from three different locations on the farm, including beehives, rapeseed and panoramic views of the countryside.
Waitrose marketing director Rupert Thomas said: “We’ve always been proud of where our food comes from and the care and commitment our farmers and suppliers put into producing it. We have never compromised on quality, and never will – but rather than telling customers what we do, we’ve decided to show them in an open and honest way.”
Additionally, all national print advertising will only use images of real Waitrose farms that have been taken within 24 hours of publication.