Waitrose is launching a new marketing campaign to highlight the importance of high pig welfare standards.
The campaign begins with the airing of a new TV advert on ITV, featuring chef Heston Blumenthal.
The ad shows Heston on a farm that supplies Waitrose as he highlights that all Waitrose fresh pork products come from pigs that are outdoor bred, then reared in light and airy barns with fresh straw bedding.
The supermarket will introduce QR codes to its own label products for the first time from 4 July. The QR codes will appear on own label pork, sausages, bacon and gammon as well as on shelf-edge barkers.
Shoppers will be able to scan the codes with their smartphones to get an insight into the welfare conditions of pigs farms and information about the farmers responsible for rearing them - as well as recipes and cooking tips.
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