Waitrose has unveiled a sci-fi-inspired brand campaign, titled the Gastronaut, which positions the retailer as the home of food lovers.

The marketing drive features ads made in partnership with Wonderhood Studios that follows an astronaut in space as he thinks about the supermarket’s dishes.

The video shows various meals from the retailer as part of the astronaut’s life, including a roast dinner, cheese served on a wedding day and a return to Waitrose for a chilli prawn linguine.

According to the business, the ads are a creative and dramatic representation of the food versus fuel debate, aiming to help the shoppers recognise themselves as food lovers.

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The visuals are accompanied by Aerosmith’s “I don’t want to miss a thing”, which marks the first time the song has been used in a UK advertising campaign.

Nathan Ansell, Waitrose chief customer officer, said: “Our customers are food lovers. They see food as more than fuel but as a source of enjoyment. Our new Gastronaut campaign perfectly captures this spirit.”

“Food has a powerful way of reconnecting us with the places and moments that matter most.”

Waitrose is also launching a PR campaign as well as an influencer and in-store programme to support the advertisement, which will run across television and social media channels.