ITV and Waitrose come together for Pick for Britain
ITV is launching a brand new advertising campaign with Waitrose in support of the farmers’ Pick for Britain initiative, launching Tuesday 19th May.
The partnership, which includes a primetime TV advert first to air on Tuesday evening, will urge the British public to get involved and drive potential applicants to the pickforbritain.org.uk website, where the public will be able to search for local vacancies in nearby areas that will be advertised.
The campaign aims to recruit 70,000 new pickers and comes after fears were voiced earlier this year that coronavirus restrictions would prevent much of the usual workforce returning to farmers over the summer, leaving the nation’s fresh supply of fruit and vegetables being unpicked.
The ITV and Waitrose collaboration will support Pick for Britain through a joint airtime initiative, produced by adam&eveDDB.
Waitrose will support the TV campaign by placing ads across national print and digital outlets, with targeted content also being created for key social media platforms to raise awareness amongst students, graduates and younger people looking for long term contracts over the summer and beyond.
In addition, later in the year, ITV will broadcast a special film following the journey of several people who have volunteered to be a part of this ground-breaking new land army. The programme, chronicling one of the biggest mobilisations of labour in recent times, will be produced by Wonderhood Studios.
Pick for Britain was launched by the Department for Environment, Food and Rural Affairs, supported by organisations such as the National Farmers Union, amidst fears of a potential labour shortage on farms over the harvest period, jeopardising the livelihoods of many British farmers and producers.
We source so much homegrown produce during the UK season, that we absolutely need to ensure it's picked, but it's also vital for the livelihoods of UK farmers and growers across the industry that the country’s fruit and vegetables aren’t left to rot. While the ad will leave viewers with no illusion that the job of a picker is easy - we hope it will capture the imagination and encourage people to do something extraordinary that's for the good of the nation.”Rupert Thomas, Director of Trading at Waitrose