Waitrose promotes its policy of sourcing locally produced food

Waitrose is launching a television campaign to highlight its commitment to sourcing locally produced food. The supermarket group is keen to reiterate its policy of selling produce that comes from no more then 30 miles away.

The 40-second black and white ad will screen on May 21 and focus on Moor Organic Apple Juice in Kent. It shows the producer transporting juice from his orchard to a nearby store in Ramsgate.

The soundtrack features a Paul Weller cover of the Carpenter’s song “Close to You” and was created by incumbent agency Miles Calcraft Briginshaw Duffy.

The retailer sees its Waitrose Locally Produced Initiative as a key differentiator in the increasingly competitive grocery market and has made it part of its recently launched “Best of British” campaign. A national press, direct mail and point of sale campaign will accompany the TV spot.

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