Waitrose & Partners "You can taste when it's Waitrose & Partners" by Adam & Eve/DDB

Waitrose & Partners has lifted the lid on its food production process with a four-part flavour-focused campaign.

Devoid of music and narration, "You can taste when it’s Waitrose & Partners" follows the farming process behind a number of products – including fruit, eggs and sourdough – in order to highlight the retailer’s commitment to sourcing high-quality ingredients.

The ads will air across TV, video-on-demand and cinema, as well as press and out-of-home. Waitrose will also be launching recipes on Waitrose.com, while Waitrose Cookery Schools will feature products from the campaign. 

It was written by Miles Carter, art directed by Sophie Knox and directed by Wilkins and Maguire through Stink. Media is handled by Manning Gottlieb OMD. 

This isn’t the first time Waitrose has focused on the sourcing behind its products. 2017’s "Everything we do goes into everything we taste" followed hand-line fishermen to promote the brand’s tuna, while 2016 saw the brand strap a GoPro to a cow.

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