Starring celebrity chef, Heston Blumenthal, the 90-second ad shows the retailer's efforts to support farm workers and smallholders who grow Waitrose produce in South Africa. The ad was created by MCBD and aired for the first time last night (3 June).
The ad also shows consumers how to make a lemon tart and promotes the retailer's current 1/3 off offer on Foundation lemons in-store. The offer is also supported by national press ads.
Set up in 2005, the Foundation also supports farmers in Kenya and Ghana with a percentage of profits being put into a trust to pay for projects such as educational, social and healthcare.
The activity aims to encourage consumers to cook meals and drives them stores where Waitrose is hoping they will pick up its recipe cards and its weekly magazine.
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