Waitrose is embarking on what it claims is its most ambitious Christmas campaign to date as it puts the quality of its suppliers at the centre of its strategy.
TV ads will focus on nine suppliers of specific festive products, such as Buck's Fizz Marmalade. It features the strapline 'The best of everything this Christmas'.
Created by agency HOW, the ads reveal the lengths to which the supermarket goes in sourcing products from suppliers that care about the goods they sell.
The TV ads will be supported by press, online, point-of-sale and direct activity. Media buying was handled by BrandConnection.
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