Waitrose campaign highlights natural origins of food

Waitrose kicks off its first concerted branding campaign this week, with a series of press ads that do not show the stores or the products they stock.

Waitrose kicks off its first concerted branding campaign this week,

with a series of press ads that do not show the stores or the products

they stock.



Instead, the campaign - the first since Banks Hoggins O’Shea picked up

the business last December - traces a variety of food items back to

their roots. For example, ’Fresh cod fillets, pounds 2.99/lb’, is

represented by an artistically shot photograph of a trawler at sea,

while ’sunflower spread, 59p’ is depicted by a close-up photograph of a

rich, yellow sunflower.



Each ad carries the price of a grocery or non-grocery item sold by

Waitrose, in a bid to remind consumers that the chain aims to provide

value-for-money.



By tracing the products’ roots, the ads hope to emphasise the John Lewis

subsidiary’s commitment to quality maintained through its policy of

fostering long-term relationships with suppliers. The pounds 4.5 million

campaign breaks this Saturday in newspaper supplements such as the

Sunday Times Magazine and the Mail on Sunday Weekend section.



Art directed by Richard Dennison and written by Markham Smith,

’sunflower’ was photographed by Ron Rovtar and ’fisherman’ by Glen

Garner.



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