Waitrose has launched a new campaign, Good Right Now, to celebrate the arrival of British summer and moments where food is most spontaneous.

The integrated campaign by Saatchi & Saatchi will run from this week until late August, and looks to champion the upmarket retailer’s fresh, seasonal food.

The advert, which appeared on ITV during Coronation Street on Friday, featured summer eating opportunities such as a BBQ with friends and a family picnic on the beach.

It showcases high quality ingredients including a British beef tomahawk steak, British bunched asparagus, New York style beef and pork hot dogs, and British beef smash burgers with bone marrow.

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Waitrose customer director Nathan Ansell said: “We’ve created a campaign that celebrates everything the British summer throws at us – and the joy that food brings, whatever the moment.

“Summer food moments have flexibility at their heart – and this campaign showcases fresh, easy to prepare food which is good even at its most spontaneous and even when our plans go awry.”

Saatchi & Saatchi chief creative officer Franki Goodwin added: “It’s been a long winter and everyone is remembering how good the warmer weather feels right now.

“Waitrose will be showing up with just what you need, exactly when you need it now and all summer long – rosé or gin, rain or shine, penalties or tie break.”

Waitrose also launched a new summer menu in 130 of its cafés last week, featuring a range of large plates, small plates and seasonal drinks.

The Waitrose wine bars have also had a menu refresh for the summer, offering a variety of drinks including a No.1 English vintage cider, Aperol Spritz, Pimm’s and lemonade, and a spiced pineapple margarita.