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Waitrose bangs the drum for its partnership structure in its latest TV campaign. Bartle Bogle Hegarty created the spot, in which a boy lovingly tends to a carrot that he has planted in the garden, eventually serving tiny slices of it to his family. The message is that, because Waitrose employees are also partners in the business, they care more. The ad is supported by press activity and a YouTube takeover. The work was created by Martha Riley and Richard Glendenning, and directed by Tom Tagholm through Park Pictures. Post-production was handled by MPC, while audio post-production was by Factory Studios.