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

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.


Client: Waitrose & Partners
Project/Campaign name: Food to Feel Good About
Chief Creative Officer: Richard Brim
Executive Creative Director/s: Matt Gay, Feargal Ballance
Creative Director/s: Mark Shanley, Molly Wilkof
Agency producer/s: Sally Patterson
Planner/s: Hugh de Winton, Shu Han Lee
CEO: Tammy Einav
Managing Director: Paul Billingsley
Business Director/s: Loella Collier
Account Director/s: Georgia Roca
Account Manager/s: Beth Bridgen
Designer/Typographer: Paul Knowles @ King Henry
Media agency: Manning Gottlieb OMD
PR agency: FINN Partners
Production company: Hungry Man
Executive Producer: Matt Buels
Producer: Chris McBride
Director: Bryan Buckley
D.O.P: Gary Shaw
Editing Company:The Assembly Rooms
Editor: Adam Spivey
Post Production:Rascal
Post Producer: James Beck
VFX Supervisor: Andrew ‘Barnsley’ Wood
2D Lead: Holly McLean
2D: Mikael Theander, Ben Stonehouse
Colourist: Lewis Crossfield at Time Based Arts
Music Supervisor: Leland
Audio Post Production: Factory
Soundtrack name and composer: Come Ray and Come Charles / Michel Legrand

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