Waitrose is launching the latest instalment in its award-winning brand campaign this week, giving customers the chance to see where their food comes from.
 
The latest advert, which airs on 3 April 2017,  transports viewers to the Indian Ocean where fresh Waitrose tuna is responsibly sourced in the Maldives using the handline-caught method of fishing.
 
Highlighting the quality of its food is not new for Waitrose, but the use of innovative technology means the supermarket can now demonstrate its sourcing credentials in a new and contemporary way. 
 
Viewers are able to explore the ad online with 360° 'access all areas', giving customers a chance to see behind the camera lens into Waitrose's fishing and sourcing practices.
 
The campaign is in response to the demand Waitrose is seeing for quality food and shoppers wanting to be reassured about the provenance of what they're buying.

Waitrose guarantees that all its own label fish are responsibly sourced, including its fresh, handline-caught tuna. The retailer is also on track to meeting its commitment that all the branded canned tuna it sells will also be MSC certified or pole and line caught by the end of this year.

Rupert Ellwood, Head of Marketing, Waitrose, says: “We've always been proud of the care and commitment our farmers, fishermen and suppliers put into producing our food.  All Waitrose own label fish are responsibly sourced and this shows customers where it comes from in an open and honest way.”

The first advert in the campaign was filmed on a dairy farm near Newbury that supplies milk to Waitrose. Waitrose is the only supermarket able to guarantee that all the dairy cows that supply its milk and cream have access to grazing for a minimum of 120 days.
 
The TV advert will debut on Monday 3 April 2017 and will be part of a fully integrated campaign, including via myWaitrose, in Waitrose publications and on its social media channels. The ad will also appear in VOD, digital display and print advertising.  The campaign builds upon last year's 'LIVE from the farm' element to the 'Everything we do, goes into everything you taste' campaign, further differentiating Waitrose for its commitment to quality food and responsible sourcing.   

ENDS

Waitrose - winner of the Best Supermarket¹ and Best Food and Grocery Retailer² awards - currently has 354 shops in England, Scotland, Wales and the Channel Islands, including 64 convenience branches, and another 27 shops at Welcome Break locations. It combines the convenience of a supermarket with the expertise and service of a specialist shop - dedicated to offering quality food that has been responsibly sourced, combined with high standards of customer service. Waitrose also exports its products to 58 countries worldwide and has seven shops which operate under licence in the Middle East. Waitrose's omnichannel business includes the online grocery service, Waitrose.com, as well as specialist online shops including waitrosecellar.com for wine, and waitrosekitchen.com for cookware, utensils and kitchen gadgets.  
¹Which? Customer survey
²Verdict Customer Satisfaction Awards