In the past, Britain has relied on immigrant workers to pick its fruit and vegetables. It’s not an easy job – long hours, physically demanding, low pay, often difficult weather. But it’s a job that must be done so that Britain can eat. With borders closed, Britain is facing a food crisis. If its crops are not harvested, tons of food will be wasted and food shortages will rock the country.
Waitrose and ITV have teamed up to produce a campaign to encourage 70,000 Brits to do this year’s picking. Their campaign, Pick for Britain, a rousing spoken word anthem set in an evocative montage of black & white images, was created by adam&eveDDB.
Waitrose is supporting the TV campaign by placing ads across national print and digital outlets, as well as targeted content created for key social media platforms to raise awareness among students, graduates and younger people looking for long term contracts over the summer and beyond.
Later in the year, ITV will broadcast a special film, produced by Wonderhood Studios, following the journey of several people who have volunteered to be a part of this ground-breaking new land army.
Pick for Britain was launched by the Department for Environment, Food and Rural Affairs, supported by organisations such as the National Farmers Union.
Prince Charles did not do a bad job of promoting Pick For Britain either: