The campaign successfully cements the supermarket’s position as the home of summer ‘picky bits’.
With flexible mealtimes, spontaneous get-togethers, and relaxed routines, summer changes how we eat. Celebrating fresh, seasonal produce and joyful moments, Waitrose's new campaign brings the taste of summer to life in every bite.
Disciplines
Advertising/CreativeSector
Food & DrinkAs the British sunshine finally appears and we come out of our collective hibernation, has there ever been a more apt moment to promote arguably the most under-appreciated British eating habits: picky bits?
Waitrose has embraced summer eating with a standout campaign from Wonderhood Studios featuring straplines that will make summer snackers across the UK feel seen.
These include: “You were never going to ‘just bring crisps’” and “Weekend BBQs start at 9am.”
The work follows Wonderhood Studio’s social division, Wonderhood Makers’ successful Christmas and Easter social media campaigns for the retailer.
The campaign ‘Let your summer side out’ is rooted in the insight that during the summer, flexible mealtimes, impromptu get-togethers and a more relaxed schedule changes the way people eat.
James Rafter and Myles Vincent, Creative Directors at Wonderhood Studios, created the relatable summer food moments brought to life by photographer Lizzie Mayson.
Nathan Ansell, Chief Customer Officer, Waitrose, explained: “Summer is for letting your hair down and enjoying the spontaneous side of food, which is why we’ve developed a campaign and range of products designed to inspire and enable our customers to do just that. From sparking ideas for interesting flavour combinations to providing quality ingredients to make impromptu summer get-togethers full of delicacies to explore and remember, Waitrose is the perfect partner for food discovery this summer.”
Jack Croft and Stacey Bird, Executive Creative Directors at Wonderhood Studios, added: “We’ve really let our summer side out on this project with Waitrose. Dreamy, blended food photography paired together with summer food lover-y insights capture the spirit of the season.”
The campaign will run from June 4th and throughout the summer across the UK via targeted, data-driven contextual messaging across radio, print, digital and social, supporting large format out of home. Media planning and buying was handled by MG OMD.
As this campaign underlines while we can’t guarantee the British weather, our seasonal snacking game remains strong.
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