The 90-second film sees an astronaut travel across space for great food, playing with the idea that food is never just fuel but something worth travelling for.
‘The Gastronaut’ follows the retailer’s successful festive romcom ad series, which featured Keira Knightley and comedian Joe Wilkinson.
Astronaut Michael can be seen pining for delicious food after he is served unsavoury space fuel in a pouch, until it becomes too much and he decides to take back control.
The campaign, which marks the launch of its ‘The home of food lovers’ platform, will run across TV, streaming, cinema, social and large-scale out-of-home.
Waitrose chief customer officer Nathan Ansell said: “Our customers are food lovers. They see food as more than fuel, but as a source of enjoyment. At Waitrose, we get it; in fact, we share this love of food.
“We know that our customers would go the extra mile for the food they love, because we would too. From our industry-leading animal welfare commitments to our top-quality suppliers and delicious produce.
“Our new ‘Gastronaut’ campaign perfectly captures this spirit. It brings to life the extraordinary lengths food lovers would go to for their favourite food, even travelling across space.
“Food has a powerful way of reconnecting us with the places and moments that matter most. If this resonates with you, then you are a food lover and Waitrose is the home for you.”
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