Waitrose is underlining its support for Britain's beleaguered
farmers by running TV advertising it was forced to postpone earlier this
year when the foot-and-mouth epidemic was at its height.
The commercial, promoting the quality of the supermarket's lamb and the
efforts it puts into acquiring it, goes on air in London and the south
for a month, together with another emphasising the authentic ingredients
that go into its Indian ready meals.
Banks Hoggins O'Shea/ FCB produced the campaign, which extends
Waitrose's attempt to distance itself from its rivals by avoiding
short-term price wars in favour of a philosophy of delivering
above-average quality at below-average prices under the theme: "Quality
food, honestly priced."
It aims to dispel the perceptions that it is more expensive than its
rivals and to reinforce its commitment to quality food to allay consumer
concerns about food safety.
A key part of its strategy is not to squeeze its 1,700 suppliers, a fact
underscored by one of the commercials, which features a Wiltshire farmer
and his dog. A voiceover says that the farmer has sold his prime lamb
only to Waitrose for the past ten years.
The theme is sustained in the accompanying commercial shot in the heat
of Rajasthan and featuring an old Morris Ambassador taxi.
A voiceover by the actress Jenny Seagrove explains that the taxi is
carrying the chef Sumit Malik who is looking for authentic recipes for
Waitrose's Indian meals.
The 30-second film was written and art directed by the Banks Hoggins
creative partners, Chris O'Shea and Ken Hoggins, and directed by Stuart
Douglas for @radical. media. Media is by BHO/ MBS Media.
