Apples at the core of brand-new Waitrose TV ad campaign

Waitrose is to launch a new advertising campaign putting the quality and provenance of its food - such as apples - centre stage.

‘The Warmest Season’ campaign is intended to be a celebration of a traditional British autumn, and features real-life Waitrose suppliers battling with the British weather to produce an array of seasonal food, including the Waitrose farm in Leckford, Hampshire which grows Bramley and Cox apples for the supermarket.

The 60-second advert will launch tomorrow (2 October), and will be the supermarket's first TV advert in nearly 12 months, and the first produced for Waitrose by its new creative agency, adam&eve DDB.

To tie in with the strong seasonal theme, the advert is set to the soundtrack from the original 1968 Disney feature, Winnie the Pooh and the Blustery Day, which depicts the classic children’s character fighting against the elements on a windy, autumnal day.

Rupert Thomas, marketing director at Waitrose, said: 'As we welcome back the cold, crisp weather, we wanted to bring out the warmth of autumnal food - from Sunday roasts to fish pie to apple crumble, especially highlighting quality British ingredients.

'We are very proud of our trusted relationships with our suppliers and know our customers appreciate the care we take producing the best quality food.'

Waitrose will be also be launching a campaign called #AutumnWarmers to encourage its social media communities to share their favourite autumnal food photos.