Supermarket chain Waitrose has launched a new ad campaign featuring a ‘Gastronaut’.
Devised by creative agency Wonderhood Studios, the advert marks the launch of the supermarket’s new ‘the home of food lovers’ platform.
Titled ‘The Gastronaut, the creative showcases a “dramatic representation of the food versus fuel debate”.
The marketing drive follows an astronaut as he journeys through space. He can be seen longing for real food as he is served fuel in a pouch. The astronaut gives up on space, heading back home for a prawn linguine.
Nathan Ansell Waitrose chief customer officer said, “Our customers are food lovers. They see food as more than fuel, but as a source of enjoyment. At Waitrose, we get it, in fact, we share this love of food.
“We know that our customers would go the extra mile for the food they love, because we would too – from our industry-leading animal welfare commitments to our top-quality suppliers and delicious produce.”
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He added: “Our new Gastronaut campaign perfectly captures this spirit. It brings to life the extraordinary lengths food lovers would go to for their favourite food, even travelling across space.
“Food has a powerful way of reconnecting us with the places and moments that matter most. If this resonates with you, then you are a food lover and Waitrose is the home for you.”
The ad is soundtracked to Aerosmiths ‘I don’t want to miss a thing”, and according to the retailer, this is the first time the song has been used in UK advertising.
Jack Croft and Stacey Bird Wonderhood executive creative directors said: “We loved going to space for this campaign and we’re so excited to share the next stage in Waitrose’s mission as the home of food lovers.
“This is an epic telling of a universal food lover insight; food is so much more than fuel. For food lovers, a life without the food they love most would be pretty bleak.”
It was directed by Tom Speers through Smugger. It will run across TV, broadcast video on demand, video on demand, subscription video on demand, cinema, social, and out-of-home channels.
As part of the campaign, the retailer will relaunch its newspaper ‘Waitrose Weekend’.
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