Ad of the Day: Waitrose Is Livestreaming Delightfully Boring Farm Videos for a Week

Grocer's sourcing footage is being cleverly repurposed

Want to see where Waitrose gets it food from? Just go on YouTube and watch live footage of its partner farms—for an entire week. That's the interesting premise of adam&eveDDB and Manning Gottlieb OMD's unique new campaign for the U.K. grocery store chain. 

The livestreaming started on Thursday and will continue for a full seven days. You can have a live look right now in the video below—although if it's after dark in England, you'll have to wait until sunrise. (They are taking overnight breaks, when you can't see anything anyway.) 

The strategy is simple: Shoppers want proof of quality food, so why not use modern technology to give them a live look at it? Waitrose does have a good sourcing story to tell, too, having recently become the only supermarket able to guarantee that all the cows that provide its milk and cream have access to grazing. 

A stream from the Waitrose Leckford Farm includes three camera angles—of beehives, rapeseed and panoramic views of the countryside. Other streams are coming from one of Waitrose's dairy farms near Newbury and one of its free-range hen farms near Marlborough. At the dairy farm, one of the cameras is a GoPro strapped to a cow, giving instant proof of just how free to graze the animals are.

The footage is being recorded, and some of it is being instantly turned into TV commercials that are airing the same day—which Waitrose says is the first time a U.K. food retailer has streamed same-day content in its broadcast advertising.

Here's a TV spot that was cut from today's footage:

Digital, out-of-home and print ads also tie into the concept.

Live footage of the farm is airing on digital boards at major train stations. The print work uses photos taken at real Waitrose farms within 24 hours of publication. And a digital banner will livestream footage into a YouTube masthead takeover this coming Monday. 

Creatively, the livestreams are incredibly boring—but that's the whole point. You don't want too much going on at the farm that's growing your food anyway. And spending a few minutes with the stream is actually remarkably peaceful, and in a sense reassuring. 

In all, the whole idea is clever, delightful and relevant. 

It's so simple and straightforward that even the canned quotes are pleasantly unadorned. "The quality sourcing of Waitrose food speaks for itself," Tammy Einav, managing director at adam&eveDDB, says in a statement. "We wanted to let it do just that."

CREDITS

Project Title: "Spring"

Client: Waitrose

Senior Marketing Managr: Joanne Massey

Marketing Manager: Libby Langridge

Agency: adam&eveDDB

Chief Creative Officer: Ben Priest

Executive Creative Directors: Ben Tollett, Richard Brim

Copywriter: Miles Carter

Art Director: Sophie Knox

Agency Producer: Panos Louca

Agency Print Producer: Nicola Applegate

Agency Assistant Producer: Sion Prys

Planner: Dom Boyd

Managing Partner: Tammy Einav

Business Director: Victoria Day

Account Director: Joanne Murray

Account Manager: Abi Robinson

Account Executive: Alice Child

Media Agency: Manning Gottlieb OMD

Executive Director, Joint Head of Retail: Katherine Charalambous

Business Director: Kirpal Bharaj

Senior Planning Executive: Anneka Dew

Production Company: Stink

Print Retoucher: Stanleys

Print Topographer: Dan Forde

Executive Producer: Jon Chads

Producer: Simon Eakhurst

Director: Wilkins & Maguire

Cinematographers, Directors of Photography: Peter Alibone (TOPS/farm footage), Martin Hill (TAILS/food footage)

Editing Company: The Quarry

Editor: Peter Lambert

Postproduction: Unit

Post Producer Magda Krimitsou