Waitrose has launched the latest instalment in its award-winning brand campaign, giving customers the chance to see where their food comes from.
The latest advert 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.
