Style and speed sit at the heart of the first campaign for Waitrose from Saatchi & Saatchi.

Food photography and a heavy dose of honesty sit at the heart of the creative executions of the campaign, which promotes the retailer’s new Japan Menyū range. The range launched last month and features a variety of quick, high-end meal solutions for busy consumers. These include Chicken Karaage, Tempura Prawns and Chicken Katsu Curry & Rice.

The range is targeted at stressed-out, time-poor shoppers. With straplines including: ‘Good news for tired cooks’ and ‘Good for a midweek quickie’. The campaign will run across print, audio display digital out of home and outdoor.

Nathan Ansell, Waitrose Customer Director, explained: “Our brand promise of Food to Feel Good About, which we launched a year ago, remains at the heart of this campaign, and our Japan Menyū range is most definitely something that our customers can feel really ‘good’ about. From a midweek meal, to a Friday night dinner on the sofa, our customers certainly won’t be disappointed with any of the new dishes.”

Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, added that the campaign is the start of “a lot of good we’re going to be doing in the coming months.”

The campaign is the latest example of a brand offering stressed-out consumers comfort through market messages which reflect the many stressors of modern life. Dinner for tonight is one problem less to solve.