Prince Charles lends royal support to 'Pick for Britain' campaign

ITV and Waitrose will launch an advertising campaign in show of support for Government’s ‘Pick for Britain’ campaign.

Airing on ITV tonight (May 19), the advert will urge the British public to get involved and hopes to drive potential applications to the pickforbritain.org.uk website.

Waitrose will support the TV campaign by placing adverts across national print and digital outlets in addition to targeted content for key social media platforms.

Simon Daglish, deputy managing director, ITV Commercial, said: “The Waitrose partnership is one of numerous ways in which brands are coming together to drive public awareness of the challenges everyone is facing throughout this pandemic.

"This ad campaign will shine a light on the invaluable work carried out by farmers throughout Britain and we are hopeful it will help to bridge the labour shortfall.”

Rupert Thomas, director of trading at Waitrose, said: “We source so much home-grown produce during the UK season, that we absolutely need to ensure it is picked, but it is also vital for the livelihoods of UK farmers and growers across the industry that the country’s fruit and vegetables are not 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 is for the good of the nation.”