Waitrose's 'Live from the Farm' Campaign Showcased Product Origins
Rebecca Byers — May 14, 2016 — Marketing
References: youtube & brandactivation
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.
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 Themes
1. Immersive Livestream Campaigns - Brands can create engaging campaigns by livestreaming immersive experiences that allow consumers to see the origins of their products.
2. 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.
3. 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.
Industry Implications
1. Supermarkets - Supermarkets can leverage immersive livestream campaigns to showcase the transparency and quality of their food products.
2. Food Production - The demand for transparency in food production presents an opportunity for food producers to showcase their ethical practices and gain consumer trust.
3. Marketing and Advertising - Omnichannel marketing strategies, such as livestream campaigns, offer new avenues for marketers to engage with consumers and build brand awareness.
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