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