Waitrose is celebrating the best of British produce with its new integrated Easter campaign in a bid to drive greater footfall.
Developed by Saatchi and Saatchi and showcased across social and national press, the new campaign aims to target a wider audience and attract shoppers wanting to celebrate the four day weekend with their friends and family.
Alongside the advert, the supermarket is running a range of Eastertime deals including discounts on its range of high welfare lamb and free-range corn fed chicken.
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Waitrose customer director Nathan Ansell said: “Easter calls for the good stuff – we’ve created a bold campaign with Saatchi & Saatchi featuring our very best products that you can’t get anywhere else, ensuring shoppers make Waitrose the destination for their celebrations.
“We also have some very exciting creative landing and well, lets just say Easter deserves more…. what this space.”
The social campaign is supported by influencer activity from content creator and TV personality Sam Thompson, which will see the campaign kicked off with a teaser, to help Waitrose appeal to a broadened target audience.
Farmer and content creator Julius Roberts will also provide inspiration recipes for customers, which will feature both in the March issue of Waitrose Food and the Easter episode of Dish! podcast.
The high-end grocer’s campaign follows other retailer’s prioritising supporting British suppliers following the Department for Environment, Food and Rural Affairs (Defra) urging UK supermarkets to help consumers ‘buy British’.
