Waitrose 'British farmers' by Miles Calcraft Briginshaw Duffy

Waitrose is launching a 30-second TV spot to show its support of British farmers and their quality produce.

The ad opens on a lush green valley and then progresses through the trials, tribulations and seasons a farmer encounters, while rearing a cattle herd.

It is set to the Elvis song 'Love Me Tender' and features a voiceover that says at the end of the ad: "Through good times and not so good times, we've always supported the toughest breed of all; the British farmer."

The ad, created by Miles Calcraft Briginshaw Duffy, ends with the strapline, "Supporting British Farmers."