A boy lovingly plants and grows his own carrots for his family in a beautifully-shot TV ad that shows how people care more about something if they have an investment in its development.
The ad ends with a shot of a Waitrose member of staff rearranging carrots in a branch to drive home the message that because Waitrose employees co-own the business, they pour their heart and soul into their work.
The execution is the first time Waitrose has focused on the co-ownership structure of the business in its TV advertsing.
Client: Rupert Thomas, marketing director at Waitrose
Creative: Martha Riley, Richard Glendenning and Ken Hoggins
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