Adam&eveDDB won the Waitrose account in a shoot-out against CHI earlier this year, adding it to Waitrose big brother John Lewis.
John Lewis remains A&E’s signature account so people might have expected more of the same, but for Waitrose.
A&E’s debut campaign, though, strikes a chirpier note with a pleasingly retro music track hymning the joys of autumn, the ‘warmest season’ it seems, in the food stakes anyway.
The agency reckons this is a return to ‘proper food values.’ It’s not dissimilar to what Wieden+Kennedy seemed to be trying to achieve for Tesco, except a series of Tesco management changes put the kybosh on that one.
Warm and likeable – A&E gets real texture into its films.
MAA creative scale: 8.