Waitrose launches 'Food to Feel Good About' celebrating food that makes a positive difference

Waitrose has launched Food to Feel Good About, celebrating food that makes a positive difference.

The new brand campaign supports the ambition to give animals a better life and farmers a better future, and to look after people and the planet - all in our pursuit of offering the highest quality and best tasting food.

Our new brand expression builds on the direction set in our Partnership Purpose and our Waitrose Customer Strategy which has been based on insight from over 4,000 target customers and partners. 

In the advertising they boldly state, “when we ask more questions, we get better answers” to help deliver the best quality, even more delicious food - always at fair prices. The campaign asks a series of questions about the food we all eat, positioning Waitrose as always challenging, always questioning and always going further to find out if there is a better way.

The hero 60 second TV ad created by adam&eveDDB and directed by the award-winning Bryan Buckley of Hungryman, is narrated by actor and comedian Jamie Demetriou (Stath Lets Flats, Fleabag), as it takes viewers on a journey through different food moments, with a new and more confident tone of voice for the brand.

Waitrose Partner Vanessa Jones appears in Wookey Hole, showing delicious Wookey Hole cheddar. Vanessa, who has worked for Waitrose for 26 years, is a cheese specialist and shows the care behind every product. Appearing alongside Vanessa is pork farmer Michael Baker, who has supplied Waitrose for 35 years from his family farm.

The campaign launched on TV on 20th September in marquee spots throughout the campaign, including Great British Bake Off with 60 and 30 second spots.