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.
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.
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.
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