BHO creates new Waitrose ad

Waitrose is extending its strategy of promoting quality products rather than low prices with new television advertising focusing on its range of coffees.

Banks Hoggins O'Shea/FCB created the 30-second spot, which tells the story of how one of its coffees gains its unique flavour by being exposed to monsoon winds for weeks on end.

The latest campaign aims to support Waitrose's policy of defining value as a proper relationship between quality and price, rather than just low price.

The commercial, shot in Mangalore, southern India, promotes Monsooned Malabar Coffee, and features images of life in the village near the coffee warehouses intercut with scenes of the coffee drying process. To the sounds of Billie Holiday's Stormy Weather, the workers are seen raking over the coffee beans, with their sacks blowing in the monsoon winds.

The latest advertising is in line with Waitrose's ongoing efforts to persuade consumers to make its stores a bigger part of their weekly shop.

By telling the stories behind its products, the supermarket chain has been attempting to overcome perceptions that it is expensive by reminding potential customers that higher prices can be a reflection of higher product quality.

The film was written and art directed by the agency's executive creative directors, Ken Hoggins and Chris O'Shea, and directed by Stuart Douglas through

Brand Connection is planning and buying media for the campaign, which will run on ITV in the London and Meridian areas, Channel 4 (London and the South) and Five (London only) for a month from Monday 24 March.

Waitrose, part of the John Lewis Partnership, is a relative newcomer to advertising, having done very little before 1997. Since then, it has tried to distance itself from its rivals by avoiding short-term price wars.