Latest Waitrose campaign focuses on the importance of quality products

Josh Peachey's picture

Waitrose has chosen to focus on the importance of the taste of quality products in its latest marketing campaign.

The campaign, ‘You can taste when it’s Waitrose & Partners’, focuses on the lives of journey Waitrose products, highlighting its commitment to sourcing quality ingredients.

Created by adam&eveDDB, the campaign kicks off with four ads produced without music or voiceovers - using only natural sounds heard at each location.

Featured products so far include white sourdough bread, mango from farms in Ghana, Italian olive oil and free-range eggs, with each ad displaying where the food is produced before showing a dish with that ingredient.

Martin George, the Marketing Director of John Lewis Partnership, which owns Waitrose, said: “Giving customers the best-tasting food is at the heart of everything we do. 

"From working closely with our suppliers who grow and produce food only available at Waitrose, to our expert partners who are passionate about every step of its journey, from field to fork, we’re committed to offering products that are unrivalled on quality and taste.”

The ads will air on TV, as well as in video-on-demand and cinema, and will be supported by print and outdoor ads.

Waitrose is also creating recipes using the products and will offer courses at its cookery schools.

In 2017, the supermarket ran a campaign called ‘Everything we do goes into everything we taste’, which focused on products such as tuna. 

In 2016, it launched a campaign all about the Waitrose farmers and suppliers.