The campaign, ‘The Warmest Season’, debuts on TV tomorrow (2 October). It shows real-life Waitrose suppliers battling with the British weather to produce food fit for autumn.
To tie in with the theme, the ad is set to the soundtrack from the 1968 Disney film ‘Winnie the Pooh and the Blustery Day’.
The campaign is a shift from recent Waitrose campaigns, which have focused on the supermarket’s co-ownership structure. Instead the supermarket is now looking to highlight its sourcing credentials, with the ad featuring Waitrose farmers in Hampshire and Yorkshire and a company in Grimsby that provides the retailers with its smoked haddock
Rupert Thomas, Waitrose marketing director, says: “We are very proud of our trusted relationship with our suppliers and know our customers appreciate the care we take producing the best quality food.”
The TV ad will be supported by digital and print activity, as well as a social media campaign using the hashtag #AutumnWarmers that aims to encourage people to share photos of their favourite autumn food.
Waitrose will also create content based around four weekly themes that will be promoted on Facebook and Instagram and a Pinterest board that will use geo-location to show users local activity.
“As we welcome back the cold, crisp weather we wanted to bring out the warmth of autumnal food – from Sunday roasts to fish pie to apple crumble, especially highlighting quality British ingredients,” explains Thomas.
Waitrose hired adam&eve DDB after its previous creative agency BBH opted to take on the Tesco account following the appointment of Dave Lewis as CEO. adam&eve also has the account for Waitrose’s sister brand John Lewis.
- Find out more about above-the-line advertising campaigns at this year’s Festival of Marketing, where you can listen to speakers on the “Multichannel” stage. For more information go to: www.festivalofmarketing.com