British supermarket chain Waitrose is embarking on its first £2.5m television advertising campaign in a bid to address its public image of being a little pricey.

The retailer has developed four 30-second ads with its agency FBC Banks Hoggins O'Shea, each of which focuses on a staple commodity; 'Fish', 'Lamb', 'Wine' and 'Milk'. As well as offering reassurance to consumer concerns over traceability (each ad is filmed on location at the chain's suppliers), the campaign also stresses the products' value for money.

The Lamb advert will be held back until the foot and mouth crisis is over. The other three will be screened on ITV and Channel 4 in the southern half of England over the next few weeks.