Waitrose is launching a marketing campaign that will feature live footage from the grocer’s farms to emphasise its focus on quality.

The supermarket is producing a series of adverts which will include footage captured from its farms on the same day as broadcast.

The first advert, which will air on April 15, will feature clips from Waitrose’s dairy farm near Newbury.

In a statement, Waitrose said it is “the only supermarket able to guarantee that all cows that provide its milk and cream have access to grazing”.

To emphasise this, the opening advert will involve one of the cows wearing a lightweight camera so that viewers can see it interact with its surrounding environment.

The ad campaign will also live stream footage from three locations at the grocer’s Leckford Estate farm in Hampshire. The live footage will be streamed in commuter train stations around the UK, including Waterloo station.

All photos for the national print campaign will also be taken within 24 hours of publication.

Marketing director Rupert Thomas said: “We’ve always been proud of where our food comes from, and the care and commitment our farmers and suppliers put into producing it.

“We have never compromised on quality, and never will – but rather than telling customers what we do, we’ve decided to show them in an open and honest way.”