The Drum Awards for Marketing - Extended Deadline

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Client: Waitrose
Date: Feb 2020
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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.