Waitrose unveils BBH ad and QR codes to show where products come from

As well as the ad, Waitrose has also revealed that it will introduce QR codes to its own label products from 4 July, to show where its products come from.

Shoppers will be able to scan the codes with their smartphones to get an insight into the welfare conditions of pigs farms and information about the farmers responsible for rearing them, as well as recipes and cooking tips.

Heather Jenkins, director of buying and agriculture strategy at Waitrose, said: “At Waitrose we believe that animals should be able to express their natural behaviour and our new marketing campaign highlights the lengths we go to to ensure that our pork is produced in the right way – even for everyday staples.

“In fact, 25 per cent of all outdoor bred pigs in Britain end up on the shelves of our supermarkets, which is a huge proportion when you consider that our market share of the grocery industry is 4.6 per cent. Our new campaign is designed to engage our customers through a variety of channels and inspire them with some interesting ideas for cooking one of the great British products.”