“Pick for Britain” – a portrait by Tina Hillier.

20 May 2020

Waitrose has partnered with ITV to launch a new advertising campaign supporting the government’s ‘Pick For Britain’ initiative. The campaign was created by Adam & Eve, DDB and from our part, a big shout out of appreciation must go to Jaki-Jo who took the image search beyond the usual channels and posted it on the AOP Forum and also directly with Photographers and Photo Agencies. Tina was thrilled to have her image of Gaia “picked” to feature as the lead image across multiple media platforms.

Pick For Britain aims to recruit up to 70,000 new fruit & veg pickers to help fill the fresh produce sector’s expected shortfall of skilled migrant labour this year – which has been exacerbated by the effect of travel restrictions caused by the coronavirus outbreak. The campaign has also won support from the Prince of Wales.

It comes amid warnings hundreds of thousands of tonnes of fruit & vegetables could rot in the ground due to labour shortages, and follows fears from the growing sector over low conversion rates from an initial surge in British job applicants at the start of the crisis.

The partnership between ITV and Waitrose includes a primetime TV advert to air on Tuesday evening. It will urge the British public to get involved and drive potential applicants to the pickforbritain.org.uk website, where local vacancies are listed.

Waitrose will support the TV campaign by placing ads across national print and digital outlets, with targeted content also being created for social media platforms to raise awareness among students, graduates and younger people looking for contracts over the summer.

You can view the TV Campaign here: