Amidst the cost of living crunch, audiences want to know that their money is well spent on good quality, great value products that make a positive difference. The new ‘Food to Feel Good About’ campaign from Waitrose focuses on exactly that, showing audiences the way in which its food is produced to maximise taste without compromising on purpose.

The new campaign outlines the retailer's ambition to give animals a better life and farmers a better future and to look after people and the planet whilst in pursuit of offering the highest quality, best-tasting food. 

The hero film for TV created by adam&eveDDB and directed by the award-winning Bryan Buckley of Hungryman, is narrated by actor and comedian Jamie Demetriou and takes viewers on a joyful journey of different food moments. The film shows a colourful selection of shots of fruits and vegetables, visits the farmers that source the food and spotlights the occasions where people are gathered together with loved ones to tuck into the food together.

As part of the film's cast, Waitrose has included some of its Waitrose Partners who work for the retailer. Vanessa Jones who has worked with Waitrose for 26 years as a cheese specialist is spotlighted in ‘Wookey Hole’ showing delicious cheddar that is made there.

The spot closes with the line; “when we ask more questions, we get better answers”, highlighting that in order to deliver the best quality food at fair prices, Waitrose is always challenging and questioning to find out if there is a better way to do things.

“We wanted to create a fully integrated campaign to bring together the quality, taste, ethics and value our customers can feel good about,” explained Martin George, Customer Director at Waitrose. “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.”

The campaign builds on the direction set in the Waitrose Partnership Purpose and Customer Strategy which has been based on insight from over 4,000 target customers and Partners to make Waitrose more appealing to its customers. 

“Within this campaign 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.” added Geraldine Ridgway, Executive Director at MG OMD.

The campaign aims to showcase price, value, quality and sustainability credentials as audiences grow more cautious with their spend but remain uncompromising on their values.