Retail Gazette Loves: Waitrose’s new “slow-TV” campaign

Waitrose & Partners has launched its new -slow-TV' advertising campaign, giving viewers a behind the scenes glimpse of real farms and produce focusing on the importance of taste.
The advertising was created by adam&eveDDB.

Waitrose has launched a new “slow-TV” advertising campaign, giving viewers a behind-the-scenes glimpse of its farms and produce while focusing on the importance of taste.

The multi-channel campaign You can taste when it’s Waitrose & Partners will highlight the stories behind Waitrose product and how its commitment to sourcing the best quality ingredients is reflected in the taste.

The new campaign will initially kick-off with four TV adverts.

Produced without music and voiceover, the ads use few editing cuts and only the natural background sound at each location it’s filmed.

The campaign aims to demonstrate how Waitrose sources its food responsibly, including upholding animal welfare and working closely with farmers.

The TV adverts comprise of 30 second films showcasing hand-rolled white sourdough bread made in London, mango from Waitrose farms in Ghana, Italian olive oil produced in Umbria, and free-range eggs from Marlborough, Wiltshire.

“Giving customers the best tasting food is at the heart of everything we do,” John Lewis Partnership marketing director Martin George said.

“From working closely with our suppliers who grow and produce food only available at Waitrose, to our expert Partners who are passionate about every step of its journey, from field to fork.”

The campaign will be supported with recipes on and Waitrose Cookery Schools will also offer courses featuring products from the campaign.

Here are the other campaign videos.

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  1. Love this idea! Maybe I could suggest having a tv monitor in store to catch customers eye whilst shopping? We don’t advertise enough about our farm, our textiles (Herbert Parkinson) and in store events..we’re really slow at informing customers about who we really are!


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