This "spring" campaign, created by adam&eveDDB, featured a cow being fitted with a GoPro camera from a farm in Newbury.
Manning Gottlieb OMD worked with Waitrose to build a campaign that will reassure customers about the quality of its food by showing how well animals are treated.
They launched with two 10-second teasers, featuring cows and chickens and Waitrose recorded another ad from one of its free-range hen farms near Marlborough and aired it on the same day for TV. It is the first time a UK food retailer has streamed same day live content in its advertising.
Manning Gottlieb OMD built on the TV campaign by including live stream footage on outdoor, YouTube masthead takeover and images that were used for print.
We've always been proud of where our food comes from, and the care and commitment our farmers and suppliers put into producing it. We have never compromised on quality, and never will – but rather than telling customers what we do, we've decided to show them.
Rupert Thomas Marketing Director, Waitrose