Lucy Aitken admires Banks Hoggins O'Shea/FCB's latest TV ad for Waitrose: "Increasingly, shoppers want to know where their food comes from, so this ad does a neat job of saying that you get what you pay for. It continues the tradition of classy advertising that mirrors Waitrose's premium brand positioning." The ad was produced by Ken Hoggins and Chris O'Shea. Seen better? E-mail firstname.lastname@example.org.