Boy battles the elements in metaphor for Waitrose's co-ownership model

A boy lovingly plants and grows his own carrots for his family in a beautifully-shot TV ad that shows how people care more about something if they have an investment in its development.

The ad ends with a shot of a Waitrose member of staff rearranging carrots in a branch to drive home the message that because Waitrose employees co-own the business, they pour their heart and soul into their work.

The execution is the first time Waitrose has focused on the co-ownership structure of the business in its TV advertsing. 

Brand: Waitrose

Client: Rupert Thomas, marketing director at Waitrose

Agency: BBH

Creative: Martha Riley, Richard Glendenning and Ken Hoggins

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).