Premium grocer Waitrose is letting its ‘summer side’ out in a new campaign that celebrates how during the warmer months, flexible mealtimes, impromptu get togethers and a more relaxed schedule changes the way Brits eat.

Developed in partnership with independent creative agency Wonderhood Studios, the campaign will explore how seasonal produce can help introduce a touch of spontaneity into people’s lives.

The out-of-home led campaign will be centred around a series of relatable summer food moments brought to life by photographer Lizzie Mayson, featuring dinner parties, barbecues and picnics.

“Summer is for letting your hair down and enjoying the spontaneous side of food, which is why we’ve developed a campaign and range of products designed to inspire and enable our customers to do just that,” said Nathan Ansell, chief customer officer at Waitrose.

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“From sparking ideas for interesting flavour combinations to providing quality ingredients to make impromptu summer get-togethers full of delicacies to explore and remember, Waitrose is the perfect partner for food discovery this summer,” he added.

Running nationwide from 4 June, the creative will be pushed out via targeted, data driven contextual messaging across radio, print, digital and social supporting impactful large format out-of-home. Media planning and buying was handled by MG OMD.

Jack Croft and Stacey Bird, ECDs at Wonderhood Studios added: “We’ve really let our summer side out on this project with Waitrose.”