Waitrose: advert-top-1 by Adam&EveDDB
- Location:
The campaign, created by adam&eveDDB and Manning Gottlieb OMD, uses a selection of cameras including Go Pros to take viewers into its dairy and free range hen farms, showing their customers where their food comes from.
Breaking 11 April with 10 second teasers, followed by the first same day live TV ad from one of Waitrose’s dairy farms near Newbury on 15 April. One of the dairy cows will take centre stage in the ad by wearing a small, lightweight camera giving customers the opportunity to see the benefits of their environment for themselves.
The next same day TV will be filmed at one of Waitrose’s free-range hen farms near Marlborough. Footage will be recorded and aired the same day for TV and marks the first time a UK food retailer has streamed same day live content in its advertising.
A supporting digital OOH at the UK’s major train stations (including Waterloo Motion) and display campaign will 'live stream' footage from three different locations at the Waitrose Leckford Farm, including beehives, rapeseed and panoramic views of the countryside.
The print campaign will only use images of real Waitrose farms that have been taken within 24 hours of publication. A digital banner campaign will ‘live stream’ footage into a YouTube Masthead Takeover on Monday 18 April.
Credits
Chief Creative Officer: Ben Priest
Executive Creative Director: Ben Tollet, Richard Brim
Art Director: Sophie Knox
Copywriter: Miles Carter
Additional Credits: Agency producer: Panos Louca
Agency Print Producer: Nicola Applegate
Agency Assistant Producer: Sion Prys
Planner: Dom Boyd
Managing Partner: Tammy Einav
Business Director: Victoria Day
Account Director: Joanne Murray
Account Manager: Abi Robinson
Account Executive: Alice Child
Media agency: Manning Gottlieb OMD
Executive Director, Joint Head of Retail: Katherine Charalambous
Business Director: Kirpal Bharaj
Senior Planning Executive: Anneka Dew
Production company: Stink
Print retoucher: Stanleys
Print Topographer: Dan Forde
Executive Producer: Jon Chads
Producer: Simon Eakhurst
Director: Wilkins & Maguire
Cinematographer: Peter Alibone (TOPS/ farm footage) Martin Hill (TAILS/ food footage)
D.O.P: Peter Alibone (TOPS/ farm footage) Martin Hill (TAILS/ food footage)
Editing Company: The Quarry
Editor: Peter Lambert
Post Production: UNIT
Post Producer Magda Krimitsou
VFX Supervisor: Rob Ellis
Colourist: Scott Harris
Audio Post Production: UNIT
