Waitrose focuses on quality and provenance in marketing push

Waitrose is returning to its focus on sourcing and provenance in its new marketing campaign.

Waitrose is launching a marketing campaign that focuses on the importance of taste as it looks to talk up its quality and provenance credentials.

The campaign, ‘You can taste when it’s Waitrose & Partners’, highlights the stories behind Waitrose products. The aim is to highlight its commitment to sourcing quality ingredients, which it suggests leads to superior taste.

Created by its agency adam&eveDDB, the campaign kicks off with four ads that it says adopt a ‘slow-TV’ style. The ads have been produced without music or voiceovers, instead using only natural sounds heard at each location. There are also very few cuts, which Waitrose hopes will ensure the focus is on the quality of its food.

The first four products featured are white sourdough bread, mango from farms in Ghana, Italian olive oil and free-range eggs. Each ad shows the source where the food is grown or produced before showing a dish that uses the product.

John Lewis Partnership (which owns Waitrose) marketing director Martin George comments: “Giving customers the best tasting food is at the heart of everything we do – from working closely with our suppliers who grow and produce food only available at Waitrose, to our expert partners who are passionate about every step of its journey, from field to fork.

“We’re committed to offering products that are unrivalled on quality and taste.”

The ads will air on TV, as well as in video-on-demand and cinema. This will be supported by print and outdoor ads, while Waitrose is creating recipes using its ingredients and will offer courses at its cookery schools featuring products from the campaign.

The campaign continues Waitrose’s focus on the provenance behind its products, although it is the first time in three years it has returned to the theme. In 2017, it ran a campaign, ‘Everything we do goes into everything we taste’ that focused on products such as tuna. In 2016, it launched a campaign where it filmed with Waitrose farmers and suppliers, and aired the ad on the same day.