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Client: Waitrose
Date: Apr 2016
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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