By Sarah Vizard

The campaign, ‘The Warmest Season’, debuts on TV tomorrow (2 October). It shows real-life Waitrose suppliers battling with the British weather to produce food fit for autumn.

To tie in with the theme, the ad is set to the soundtrack from the 1968 Disney film ‘Winnie the Pooh and the Blustery Day’.

The campaign is a shift from recent Waitrose campaigns, which have focused on the supermarket’s co-ownership structure. Instead the supermarket is now looking to highlight its sourcing credentials, with the ad featuring Waitrose farmers in Hampshire and Yorkshire and a company in Grimsby that provides the retailers with its Read full story ›

Source: Marketing Week