Premium grocer Waitrose has launched its latest animal welfare campaign to highlights its ‘no compromise’ commitment, claiming to have “the highest animal welfare standards of any supermarket in the world.”
The claims, made by the firm’s executive director James Bailey are once again touted in this latest integrated ad campaign, ‘Food to Feel Good About’.
Running across TV, cinema and out-of-home, the creative will aim to ‘throw down the gauntlet’ to rival retailers who Waitrose alleges ‘accept lower standards’.
The ad will mark Adam&EveDDB’s last work for the John Lewis Partnership, having declined to repitch for its creative account earlier this year.
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“The Waitrose ‘no compromise’ message is simply setting out the facts. We are head and shoulders above other supermarkets so we’re throwing down the gauntlet to others who are prepared to accept lower standards,” Waitrose customer director, Nathan Ansell said.
The campaign’s key message ‘No Compromise’, looks to reiterate the supermarkets ‘industry leading’ commitment to protecting quality of life for animals.
Waitrose commercial director, Charlotte Di Cello added: “Welfare is vital for us and our customers and we have distinctive standards which our customers won’t find at any other retailer; all our pigs are reared outdoors, all our eggs are free range, even those in our mayonnaise and we’ve even developed a unique free range standard for our dairy cows. What’s more we apply our high welfare values across our entire own label range from pies to sandwiches.”
