Waitrose will unveil its latest TV advertising campaign tomorrow (Friday, May 20) to launch its new premium food range, Waitrose 1.
The adverts are filmed in a similar style to the retailer’s most recent campaign ‘Everything we do goes into everything you taste’ which used real Waitrose farms to show customers exactly where their food comes from.
Building on the success of this campaign, Waitrose will now focus on the farms and plantations around the world that produce the ingredients that go into Waitrose 1 food.
Waitrose 1 brings together the supermarket chain’s existing premium ranges (‘Seriously from Waitrose’, ‘menu from Waitrose’, and ‘from Waitrose’) under one new brand. It is the biggest own brand range launched by the retailer since ‘essential Waitrose’ was established seven years ago, which is now a £1 billion brand. Waitrose 1 has initially launched with over 500 products, which will increase to over 800.
The campaign comprises three separate adverts, one of each playing in consecutive ad breaks throughout Channel 4’s one-hour ‘Gogglebox’ show, which airs tomorrow at 9pm. The adverts will then rotate until June 12.
The adverts will show orange groves in Sicily and cocoa beans growing in Tanzania that together create the Waitrose 1 Tanzanian Chocolate Ice Cream with Blood Orange Sorbet. Waitrose 1 Beef and Chorizo Chilli and Berthaut’s Epoisses Cheese will also feature in the advertising.
Waitrose marketing director Rupert Thomas said: “This new campaign shows the care taken by our expert buyers to source fabulous flavours and authentic ingredients from this country and around the world. All our producers, small and large, are chosen because we believe they have something really special to offer our customers.”
In addition to TV, print and digital display advertising, in-store and social media activity will support the push. Waitrose is also carrying out its biggest tasting event yet, starting with a Waitrose 1 Tasting Bar which will appear at Westfield White City in London this week, serving a four-course tasting menu to customers.