Waitrose ads go live on the farm

Supermarket's TV campaign will use footage shot that day from its UK suppliers and comes after Tesco 'fake farms' row

A dairy cow wearing a small, lightweight camera will take centre stage in a series of Waitrose TV commercials that the supermarket hopes will help shoppers connect with the farms their food and drink comes from.

In what it claims is an industry first, Waitrose is using "cow cam" to capture scenes from a Berkshire dairy farm. Other ads will focus on a farm producing free range eggs and fishermen that supply Waitrose fresh fish counters.