In the 40-second ad, which launches tonight, gardening personality Titchmarsh tells the story of “the brilliantly British apples” on sale at Waitrose.
The film opens on scenes of rainy fields. Titchmarsh explains in a voiceover that the British weather is the “perfect” climate for growing apples, before appearing on screen picking apples and telling viewers about the supermarket’s ‘best of British’ variety packs of apples.
The ad was filmed at the orchard of the long-standing Waitrose grower Jeremy Linsell in Norfolk. The ad features the song ‘Big Parade’ by The Lumineers.
It will air for the first time on September 25 and runs until 6 October on channels including ITV, 5USA, Five, Sky Sports 2 and More4.
A longer four-minute film reveals more about Linsell and his orchard, and is being hosted on the Waitrose website.
The BBH creative team was Claire Stokes and Maria Sousa Machado. Charlie Crane directed the films through Knucklehead.
Waitrose will stock 50 varieties of apple this year, 70 per cent of which are British, during peak season.