UK – Waitrose & Partners is focusing on individual ingredients and taste sensations in its new slow tv advertising campaign.
The campaign, You can taste when it's Waitrose & Partners, highlights the people and provenance behind the retailer’s products by zooming in on four ingredients: eggs, mangoes, olive oil and sourdough bread. Taking a deliberately quiet approach with no voiceovers or music, the campaign films instead amplify the sounds associated with each food, such as kneading bread or shaking olives from a tree.
In this way, the ads allow viewers to stop, watch and connect with the ingredients in a sensory manner. According to Martin George, director of marketing at John Lewis Partnership: ‘Giving customers the best tasting food is at the heart of everything we do – from working closely with our suppliers who grow and produce food only available at Waitrose, to our expert partners who are passionate about every step of its journey, from field to fork.’
As we explore in The Focus Filter macrotrend, the advertising industry is increasingly battling for the attention of consumers and seeking innovation in a non-stop digital world, with such campaigns using slower, quiet moments to cut through the noise.