By Amy Houston | Senior Reporter

September 20, 2022 | 2 min read

Waitrose has launched an integrated brand campaign in the hopes of getting people to feel more positive about the food they are consuming.

‘Food to Feel Good About’ tackles big topics such as where food comes from, farmer wages and how animals are treated.

The 60-second spot also features Waitrose partner Vanessa Jones, who has worked for Waitrose for 26 years as a cheese specialist, in the hopes of showing the care that goes into each of its products.

Narrated by actor and comedian Jamie Demetriou, the campaign launches during the Great British Bake Off.


Chief creative officer: Richard Brim

Executive creative directors: Matt Gay, Feargal Ballance

Creative directors: Mark Shanley, Molly Wilkof

Agency producer: Sally Patterson

Planners: Hugh De Winton, Shu Han Lee

Chief executive officer: Tammy Einav

Managing director: Paul Billingsley

Business director: Loella Collier

Account director: Georgia Roca

Account manager: Beth Bridgen

Designer typographer: Paul Knowles @ King Henry

Media agency: Manning Gottlieb OMD

PR agency: Finn Partners

Production company: Hungry Man

Executive producer: Matt Buels

Producer: Chris McBride

Director: Bryan Buckley

DOP: Gary Shaw

Editing company: The Assembly Rooms

Editor: Adam Spivey

Post-production: Rascal

Post producer: James Beck

VFX supervisor: Andrew ‘Barnsley’ Wood

2D lead: Holly Mclean

2D: Mikael Theander, Ben Stonehouse

Colorist: Lewis Crossfield @ Time Based Arts

Music supervisor: Leland

Audio post-production: Factory

Soundtrack name and composer: Come Ray And Come Charles, Michel Legrand

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