A TV ad for ‘Duchy Originals by Waitrose’ airs for the first time this evening on ITV at 7pm, reports Marketing Week.

The 60-second ad features Waitrose brand ambassador Heston Blumenthal. Set against the pastoral backdrop of Duchy Home Farm, Blumenthal explains the original principles behind Duchy Originals — “to produce great British organic food with thought for the environment”.

Organic farming, say Blumenthal, “works with nature, respects animals, cares about wildlife and keeps traditional skills alive”. The ad concludes by explaining that these are values shared by Waitrose, “so it’s no surprise that the two have come together”.

The TV campaign will run throughout Organic Fortnight, during which Waitrose will run a ‘25% off’ offer on the expanded Duchy Originals range.

• See the ad on the Marketing Week website.