Today (15 April 2016), Waitrose has kicked off a major new campaign, giving its customers the chance to see first-hand where their food comes from.

The campaign includes a series of TV adverts that the supermarket hopes will help shoppers connect with the farms their food and drink comes from. Today’s opening ad features a dairy farm near Newbury that supplies milk to Waitrose.

This follows their recent announcement which publicised their commitment to guarantee all the dairy cows that produce their milk have at least 100 days of outdoor grazing each year.

Compassion firmly believes that all dairy cows should have access to pasture grazing, at least during the grass-growing season and where possible throughout the year. This not only provides them with their natural fibrous feed, but also gives them comfort when lying, and opportunities to exercise and socialise.

Waitrose is the only supermarket currently able to guarantee that all the cows that provide its milk have access to pasture grazing, for which they received a Good Dairy Award in 2011.

One of their dairy cows will now take centre stage in the advert by wearing a small, lightweight camera giving customers the opportunity to see the benefits of their environment for themselves.

Jemima Jewell, Head of Food Business at Compassion said: "Waitrose’s new campaign really shines a light on the important work they’re doing for dairy cow welfare. It’s also a great example of how to help people to connect with where their food comes from, which is an integral part of building fairer, kinder farming systems."

Waitrose says this latest campaign is in response to demand from its shoppers for quality food and wanting reassurance about provenance. Further adverts will highlight that Waitrose is the only supermarket to guarantee that all its shell eggs are free-range and that all its fish is responsibly sourced.

Waitrose ads connects consumers with their food