Waitrose says ‘no compromise’ on animal welfare in latest ad campaign

The latest campaign from Waitrose highlights the ‘no compromise’ commitment as the no.1  supermarket on animal welfare. 

The series of ads – which are part of our Food to Feel Good About Campaign – will feature across TV, cinema, poster and digital screens from 7 July. 

The campaign spells out our industry leading credentials on welfare and throws down the gauntlet to other retailers who are prepared to accept lower standards.

While others have focused welfare around meat and dairy aisles, this latest series of ads will also set out the breadth of our welfare values – right down to ingredients in our own label ranges.

The print and ‘out of home’  ads focus on a number of appealing images of livestock with the simple message ‘no compromise’. 

One of the ads in the series simply states: ‘We are the No.1 supermarket for animal welfare.’

Another ad in the series points out that: ‘All our fresh eggs come from free range hens, from our muffins to our mayonnaise’

Waitrose’s leading credentials for animal welfare will also be championed in a new edit of its Food to Feel Good About campaign set to air on TV and cinema from 7 July. 

Nathan Ansell, Customer Director, said:  “The Waitrose ‘no compromise’ message is simply setting out the facts. We are head and shoulders above other supermarkets so we’re throwing down the gauntlet to others who are prepared to accept lower standards.”

Charlotte Di Cello, Commercial Director, added:  “Welfare is vital for us and our customers and we have distinctive standards which our customers won’t find at any other retailer; all our pigs are reared outdoors, all our eggs are free range, even those in our mayonnaise and we’ve even developed a unique free range standard for our dairy cows. What’s more we apply our high welfare values across our entire own label range from pies to sandwiches.”

The campaign will comprise ads in national newspapers and weekend supplements from 26 June; out of home ads in sites around the country from 28 June and a new version of the Food to Feel Good About TV ad from 7 July on TV, broadcast video on demand (bVOD), cinema.

*Waitrose has won Compassion in World Farming’s Best Retailer Award on four separate occasions.

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