Adam&eveDDB and Manning Gottlieb OMD have a launched a new campaign for UK supermarket giant Waitrose, which sees live footage transformed into same-day TV ads.
Waitrose, which is said to be the only supermarket able to guarantee that all the cows that provide its milk and cream have access to grazing, is showing off three camera angles including rapeseed, beehives, and panoramic shots across the countryside.
The latest collaboration sees live footage of its partner farms broadcast on YouTube for seven days.
On its YouTube page Waitrose said: “We only work with farmers that we know and trust, but rather than just tell you our standards are high, we want to show you.”
The footage is being recorded, and some is then quickly repurposed and turned into TV ads which are then aired the very same day.
Waitrose claims is the first time a food retailer has streamed same-day content in its broadcast advertising.
According to AdWeek, digital, out-of-home and print ads also tie into the concept.
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