Waitrose's 'Live from the Farm' Campaign Showcased Product Origins

By: Rebecca Byers - May 14, 2016
References: youtube & brandactivation
British supermarket chain Waitrose recently ran a campaign called 'Live from the Farm' that saw footage of three farms from which the brand sources their food and dairy livestreamed in-store for a whole week. The immersive campaign provided shoppers with a chance to take a peek at the exact location where their food was cultivated and follows in a line of other brands who have similarly invited consumers behind the curtain in terms of production.

Following the week-long in-store campaign, the best parts of the footage were used to create a commercial spot, extending the influence of the overall campaign to consumers who did not have a chance to experience it in-store.

The omnichannel campaign is a great example of how brands can create engaging campaigns that speak to the health and wellness concerns of modern consumers.