DE4CC0DE-5FC3-4494-BCBF-4D50B00366B5

Waitrose 1 Launches New Advertising Campaign Showing Customers Where Ingredients Come From

By Steve Wynne-Jones
Share this article
Waitrose 1 Launches New Advertising Campaign Showing Customers Where Ingredients Come From

Waitrose will unveil its latest advertising campaign this week to launch its new premium own-label food range, Waitrose 1.

The TV adverts are filmed in a similar style to the retailer's most recent campaign 'Everything we do goes into everything you taste', which used real Waitrose farms to show customers exactly where their food comes from.

Building on the success of this campaign, Waitrose will now focus on the farms and plantations around the world that produce the special ingredients that go into Waitrose 1 food private-label range.

The adverts will show authentic orange groves in Sicily and cocoa beans growing in Tanzania that together create the new Waitrose 1 Tanzanian Chocolate Ice Cream with Blood Orange Sorbet. Waitrose 1 Beef and Chorizo Chilli and Berthaut's Epoisses Cheese will also feature in the advertising.

The campaign comprises three separate adverts, one of each playing in consecutive ad breaks throughout a programme.

ADVERTISEMENT

Speaking on the campaign, Rupert Thomas, marketing director at Waitrose, says, “This new Waitrose 1 campaign shows the care taken by our expert buyers to source fabulous flavours and authentic ingredients from this country and around the world."

All producers are chosen because Waitrose believes they have something "really special" to offer customers.

Waitrose 1 is the biggest own-brand range launched by the retailer since 2009 when essential Waitrose was established, now a £1 billion brand.

According to the upmarket grocer, Waitrose 1 offers customers the best of Waitrose with one simple yet distinctive brand for its premium food.

ADVERTISEMENT

Reinforcing the focus on quality food, Waitrose 1 has initially launched with over 500 private-label products, which will increase to over 800.

In addition to TV, print and digital display advertising, in-store and innovative social media activity will support the campaign.

© 2016 European Supermarket Magazine – your source for the latest retail news. To subscribe to ESM: The European Supermarket Magazine, click here.

Get the week's top grocery retail news

The most important stories from European grocery retail direct to your inbox every Thursday

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our terms & conditions and privacy policy. You can unsubscribe at any time.