Waitrose has launched a new integrated campaign for its new Food to Feel Good About brand promise as it looks to highlight quality, taste, ethics and value.

The campaign has been developed using data from the supermarket’s customer strategy which is based on insights from over 4,000 target customers and partners.

The campaign features a hero 60 second TV ad that has been created by adam&eveDDB and directed by the award-winning Bryan Buckley of Hungryman. Narrated by actor and comedian Jamie Demetriou, it takes viewers on a journey through a series of different “food moments”.

The media campaign will run across TV, BVOD, You Tube, OOH, print, display and social.