Waitrose & Partners has rolled out a new TV campaign featuring sourdough loaves.
Its ‘Slow-TV’ advertising campaign features four 30-second films, including a hand-rolled white sourdough bread made by wholesaler The Celtic Bakers in London.
The campaign ‘You can taste when it’s Waitrose & Partners’ offers customers a behind-the-scenes glimpse of real farms and producers, said the company.
It will highlight how it is committed to sourcing the best-quality ingredients in the most responsible way, it added.
The adverts are airing now on TV, video on demand and in cinemas, as well as in the national press, supplements, magazines and outdoor sites.
Supported by recipes on waitrose.com, Waitrose Cookery Schools will offer courses featuring products from the campaign this winter.
“Giving customers the best-tasting food is at the heart of everything we do – 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. We’re committed to offering products that are unrivalled on quality and taste,” said Martin George, director of marketing at John Lewis Partnership.
It follows the retailer’s campaign in 2016 that feature TV adverts with Waitrose farmers and suppliers.