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Grocery Store Live-Streams Footage From Its Source Farms

U.K. grocery chain Waitrose is live-streaming footage from its partner farms this week, showcasing its commitment to quality, sustainable food in its stores.

Besides being live-streamed on YouTube, the footage is also being turned around to create TV commercials that air the same day the footage was shot and print ads that are released the same day. There will also be a takeover of YouTube’s masthead.

“The quality sourcing of Waitrose food speaks for itself,” Tammy Einav, managing director at agency adam&eveDDB, says. “We wanted to let it do just that.”

Check out the live-stream below (available during daylight hours in the UK).

Here is a TV spot that was cut from the footage: