Waitrose is celebrating the arrival of summer – the season of barbecues, fresh asparagus and maybe even a tipple of Provence rosé – with a campaign spotlighting the spontaneous food moments that arise when the sun is out.
Made by Waitrose’s creative agency of record Saatchi & Saatchi, the ‘Good Right Now’ spot is set to the tune of Let the Good Times Roll by Rufus Thomas.
Running for the next four months, the ad spotlights an array of seasonal barbeque ingredients such as British bunched asparagus (in supermarkets for the moment) and British beef Tomahawk steak, while the call to action is reinforced in the form of a thunderous-looking grey cloud hovering ominously..
It’s Britain after all, so summer moments are limited.
Running across broadcast channels now, the work first appeared during last Friday’s Coronation Street but will also be shown across on demand and social media.
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The multichannel campaign will also feature reactive OOH including at the Waterloo Motion, and will be supported by radio and social media work featuring influencers and topical spots.
Print ads will run across national press including weekend supplements and digital display will include Waitrose-owned channels in store and online.
“We’ve created a campaign that celebrates everything the British summer throws at us – and the joy that food brings, whatever the moment,” said Waitrose customer director Nathan Ansell.
“Summer food moments have flexibility at their heart – and this campaign showcases fresh, easy to prepare food which is good even at its most spontaneous and even when our plans go awry.”
Saatchi & Saatchi chief creative officer Franki Goodwin added: “It’s been a long winter and everyone is remembering how good the warmer weather feels right now.
“And Waitrose will be showing up with just what you need, exactly when you need it now and all summer long – rosé or gin, rain or shine, penalties or tie break.”
