Waitrose is taking its customers right to the start of the food chain with the launch of new TV adverts.
The first advert in the campaign, which will be filmed and broadcast on April 15, 2016, will give customers the chance to see first-hand where their milk comes from.
The campaign is in response to the demand Waitrose is seeing for quality food and shoppers wanting to be reassured about its provenance.
A spokesperson from Waitrose said filming and broadcasting the advert on the same day will give the advert immediacy and authenticity.
Rupert Thomas, marketing director, Waitrose, said: "We’ve always been proud of where our food comes from, and the care and commitment our farmers and suppliers put into producing it.
"We have never compromised on quality, and never will - but rather than telling customers what we do, we’ve decided to show them in an open and honest way.”
The supermarket will also provide a ’live stream’ of the footage from its own farm, Leckford Estate, Hampshire.
Throughout the day, commuters at some of the UK’s major train terminals will be able to watch live footage from three different locations on the Waitrose farm including beehives, rapeseed and panoramic views of the countryside.
Filming for the advert will come direct from a David Homer’s dairy farm near Newbury which supplies milk to Waitrose.
One of the dairy cows will be wearing a small, lightweight camera giving customers the opportunity to see the true environment of where the cows providing their milk reside.
Further adverts in the campaign will highlight Waitrose’s pledge to supplying free-range eggs, filming an advert from Rachel Rivers’ free range hen farm near Marlborough.