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.
In-Store Dairy Farm Projections
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