Waitrose has partnered with advertising agency adam&eveDDB and media agency MG OMD to launch a new brand expression and integrated ad campaign; Food to Feel Good About.
The new brand campaign has been designed to highlight the high-end supermarket’s quality, taste, ethics and value.
A hero 60-second TV ad, which was created by adam&eveDDB and directed by the award-winning Bryan Buckley of Hungryman, is narrated by actor and comedian Jamie Demetriou (Stath Lets Flats, Fleabag).
It takes viewers on a joyful journey through different food moments, with a new and more confident tone of voice for the brand. Launching on television today, Tuesday, 20 September, it will be seen in marquee spots throughout the campaign including Great British Bake Off with 60 and 30 second spots.
The media campaign was planned and bought by MG OMD and will run across TV, BVOD, You Tube, OOH, print, display and social, creating a multi-touchpoint campaign.
Both the advert and brand campaign has been designed to help Waitrose further its ambition to give animals a better life and farmers a better future, while also looking after people and the planet as it offers the highest quality and best-tasting food.
The campaign positions Waitrose as asking a series of questions about the food we eat in order to help deliver the best possible quality, with the advert stating that: “when we ask more questions, we get better answers”.
Waitrose customer director Martin George said: “We wanted to create a fully integrated campaign to bring together the quality, taste, ethics and value our customers can feel good about.
“With customers becoming increasingly discerning about where they spend their money, our ambition is to ensure that our brand refresh will help to make Waitrose feel more relevant and more compelling for our customers.”
MG OMD executive director Geraldine Ridgway also commented on the campaign, saying it was “critical that we not only landed quality and taste, but successfully communicated to our audience the lengths Waitrose goes to when it comes to sustainability and welfare too”.
“As a result, we have created a multi-channel campaign, which includes a mix of high impact formats to boldly land Food To Feel Good About, alongside a data led targeting approach, to ensure we are reaching the most relevant audiences and most importantly, our audiences are seeing all proof points.”
1 Comment. Leave new
And in so doing, quietly dropping the ‘& Partners’ association at the same time.
Has that really done its job?