Waitrose has touted its British credentials for the latest ad in its sourcing campaign.

Filmed on a free-range poultry farm, the ad says Waitrose is the only supermarket that can guarantee all of its fresh, frozen and prepared chicken comes from UK farms.

It ends with the slogan: “Everything we do goes into everything you taste.”

Waitrose has supported the 40-second TV execution with a dedicated page on its site that explains all of its chicken comes from “a group of carefully selected British farmers and suppliers who have worked with us for several years”.

The ad is the latest instalment in Waitrose’s campaign to promote the provenance of its food. The campaign kicked off last April with live footage from its dairy farms, in a bid to highlight its policy for cows to have access to grazing for a minimum of 120 days a year.

The latest execution is the first to concentrate on UK sourcing and follows the launch of the Co-op’s ad campaign in March, which marked its pledge to source 100% of its fresh and frozen own-label meat from British producers.

The Co-op already sources all of its fresh and prepared chicken from the UK, and will roll out this policy to its entire frozen range in 2018.

A YouGov survey of 2,040 adults in April found one in five consumers were more likely to buy British food following the Brexit vote.

But shoppers did express concerns over post-Brexit prices, as a price premium of 5% for UK produce would see 13% of those consumers who prefer to buy British defect to an equivalent brand from abroad.

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