A TV campaign to highlight the commitment to sourcing locally produced food at Waitrose will kick off on Monday.
The 40-second black and white advert, which is intended to reinforce the retailer’s pledge to sell fresh produce from no more than 30 miles away as part of its Locally Produced Initiative, will spotlight Moor Organic Apple Juice in Kent.
It shows the producer transporting juice from his orchard to a nearby store in Ramsgate.
Gillian Black, Waitrose advertising manager, said: "Sourcing food from the local area and creating strong links with the community is a key differentiator for Waitrose.
"Small and independent producers are supplying our shops throughout the country, helping to form a regional identity for each Waitrose branch and reconnecting consumers with their local food and drink industries.
"We wanted this new ad to celebrate this point of difference, and to further raise the profile of the high quality local food in our branches."
A national press, direct mail and point-of-sale campaign will back the TV slot.
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