Waitrose and ITV "Pick for Britain" by Adam & Eve/DDB

Waitrose & Partners and ITV have joined forces for a campaign to recruit farm pickers amid fears that lockdown restrictions will lead to a reduction in farm workers and hit the nation's fruit and vegetable supply.

The brand partnership supports "Pick for Britain," an initiative by the UK government and farming industry that aims to enlist 70,000 British workers to harvest fruit and vegetables. An ad uses black-and-white stock footage to illuminate the life of a picker, with a call to "Pick being a key worker" and "Pick being part of something bigger".

Later this year, ITV will also air a TV documentary, produced by Wonderhood Studios, following the journeys of people who have volunteered to join the new farming workforce. 


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