Garnished with Story

To inject deeper meaning into their Garnish and Go offer Waitrose have weaved a compelling story around the origins of their offer and how cooking fish in a bag came to be.

Waitorse Garnish and Go advert (waitrose.com)
Waitorse Garnish and Go advert (waitrose.com)

The ad starts in an traditional peasant kitchen in historical France. The narrator tells the story of how the French wrapped their fish with herbs and butter in a paper bag (en papillote) to keep the fish moist and to infuse it with flavour. Waitrose have taken this simple cooking method and created their own papillote in-store service, so all you have to do is pop the bag in the oven and serve.

The advert manages to smoothly marries the current interest in artisan cooking techniques with modern lifestyles, using an enchanting story. It feel genuine and engages the viewer in the act of cooking itself.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s