# In-Store Dairy Farm Projections Waitrose's 'Live from the Farm' Campaign Showcased Product Origins By Rebecca Byers | Published 2016-05-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/live-from-the-farm References: [brandactivation](http://brandactivation.com/en/waitrose-live-from-the-farm-2/) & [youtube](https://www.youtube.com/watch?v=qigpn7sjUpw) British supermarket chain [Waitrose](https://www.trendhunter.com/trends/let-your-summer-side-out) 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. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 25% | Activity: 78% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Why This Trend Is Growing - **Immersive Livestream Campaigns:** Brands can create engaging campaigns by livestreaming immersive experiences that allow consumers to see the origins of their products. - **Transparency in Food Production:** Consumers are interested in seeing the exact location where their food is cultivated, creating opportunities for brands to showcase transparency in production. - **Omnichannel Marketing:** Omnichannel campaigns, like Waitrose's 'Live from the Farm' campaign, can effectively extend the influence of a brand's message beyond the in-store experience. ### Industries Being Reshaped - **Supermarkets:** Supermarkets can leverage immersive livestream campaigns to showcase the transparency and quality of their food products. - **Food Production:** The demand for transparency in food production presents an opportunity for food producers to showcase their ethical practices and gain consumer trust. - **Marketing and Advertising:** Omnichannel marketing strategies, such as livestream campaigns, offer new avenues for marketers to engage with consumers and build brand awareness. ## Related on Trend Hunter - [Summer-Forward Food Billboards](https://www.trendhunter.com/trends/let-your-summer-side-out.md) - [Seasonal Student-Made Dairy Campaigns](https://www.trendhunter.com/trends/make-it-a-gold-christmas.md) - [Organic Milk-Focused Campaigns](https://www.trendhunter.com/trends/this-milk-means-business.md) - [Consumer-Driven Grocery Stores](https://www.trendhunter.com/trends/waitrose-home-of-food-lovers.md) - [Milk Dunking Ritual Campaigns](https://www.trendhunter.com/trends/oreo-cows.md) - [Quality-Focused Cheese Campaigns](https://www.trendhunter.com/trends/our-make-it-better-cheddar-campaign.md) - [Farm-Fresh Ingredient Campaigns](https://www.trendhunter.com/trends/golden-arches-of-mcdonalds.md) - [Visually Appealing Food Campaigns](https://www.trendhunter.com/trends/taste-our-world.md) - [Influencer-Led Livestock Campaigns](https://www.trendhunter.com/trends/australian-good-meat.md)