Waitrose has launched a value-driven campaign to highlight its ‘no compromise’ commitment to animal welfare.
The series of adverts, which are part of the Food To Feel Good About Campaign, will feature across TV, cinema, poster and digitial screens from today.
These look to focus on the upmarket retailer’s breadth of welfare values, down to ingredients in its own-label ranges.
Messages including ‘No Compromise’, ‘We are the No.1 supermarket for animal welfare‘ and ‘All our fresh eggs come from free range hens, from our muffins to our mayonnaise’, will appear across the print and ‘out of home’ ads.
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Waitrose customer director, Nathan Ansell, said: “The Waitrose ‘no compromise’ message is simply setting out the facts. We are head and shoulders above other supermarkets so we’re throwing down the gauntlet to others who are prepared to accept lower standards.”
Commercial director Charlotte Di Cello added: “Welfare is vital for us and our customers and we have distinctive standards which our customers won’t find at any other retailer.
“All our pigs are reared outdoors, all our eggs are free range, even those in our mayonnaise, and we’ve developed a unique free range standard for our dairy cows,” she said, adding “we apply our high welfare values across our entire own-label range from pies to sandwiches.”
In June, Waitrose cut the prices of more than 200 everyday products as part of a £100m investment in price.
