Waitrose is seeking to reinforce its reputation as a purveyor of premium, quality food with the release of a ‘Slow TV’ brand campaign which emphasises the taste of its eggs, mango, olive oil and sourdough.
A dedicated 30-second spot has been produced for each staple, with the messaging honed to focus solely on the product, with gentle edits allowing viewers to savour each item with natural ambient sounds unencumbered by intrusive music or voiceovers.
The messaging claims: ‘You can taste when it’s Waitrose & Partners’ and delves behind the shelves to trace selected products back to their originating farms to document the commitment of the retailer to source the highest quality ingredients, upholding animal welfare standards and maintaining production standards.
The ads were created by Adam&EveDDB and will air on TV, video on demand and cinema together with press and outdoor exposure.
Martin George, director of marketing at the John Lewis Partnership, 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 campaign comes amid of uncertainty for the John Lewis marketing team as it adjusts to the departure of longtime marketing boss Craig Inglis.
Inglis joined the high-street retailer 12 years ago and set about a titanic shift in its marketing strategy, putting the focus on big-ticket creative ideas. In the process, he established an annual moment in British culture around John Lewis’ famed Christmas adverts.