Waitrose is to kick off its latest advertising this week with a campaign that brings an end to its seven-year-old slogan: “Quality Food, Honestly Priced”.

The John Lewis-owned supermarket chain will use the multimillion pound campaign to introduce a replacement strapline: “Everyone deserves quality food. Everyone deserves Waitrose”, which marks an attempt by the upmarket brand to broaden its appeal.

The ads will break on UK TV tonight and run for four weeks. The campaign also includes cinema ads, outdoor posters, press and online.

The TV ad features a gigantic picnic blanket on which people of varying age, demographic and race are pictured eating Waitrose food. The ads have a voiceover by Goodness Gracious Me star Sanjeev Bhaskar.

The press ads will attempt to communicate the superior quality of Waitrose food over that of other supermarket chains.

Waitrose spends about£26 million a year on advertising.