Waitrose | Live From the Farm

Waitrose wanted a campaign that stepped beyond traditional media, that both reassured customers about the quality of it’s food and showcased a step change in their approach to remain front of mind.

The Approach

Instead of making another TV support that told a story and supporting that in print and online, we worked with Waitrose to Live stream footage that featured in outdoor advertising for the campaign at major train stations, showing three different locations at their Leckford Farm in Hampshire, you can read more here and here.

We also streamed live online, with a masthead takeover on YouTube atet smashed every record to date. Plus aired ‘same day live’ footage on TV that followed a rigorous film process and featured print that only used images taken within 24 hours of publication. 

At the time of the campaign, this was a first of it’s kind and seized the attention of not only their customers, but the entire sector, resulting in a 5x uplift in sales. 

 

 

Continued Innovation

This was an exciting step change for Waitrose that set the bar high, won industry awards (including a Cannes Bronze Lion for Media) but most importantly that created a hunger for innovative change throughout the business.   

 

Agency | adamandeveDDB

l led the innovations strategy and technical implementation with the client and cross agency teams. 

Creative Team | Miles Carter & Sophie Knox

Directed by Wilkins & Maguire through Stink