Waitrose get clucking creative with Alex Horne music video

By James Herring on Tuesday, September 2, 2025

Comedian Alex Horne and his band have released a music video with Waitrose.

The track highlights the supermarket’s move to become the first in the UK to ensure all its own-brand chicken meets the Better Chicken Commitment’s higher welfare standards.

The song encourages shoppers to check the origins of their chicken and assures them that Waitrose’s is ethically sourced from slower-growing breeds with better living conditions.

The campaign also includes out-of-home ads, in-store activations, influencer content, and digital media.

Developed by Wonderhood Studios the campaign spans digital, OOH, DOOH, print, audio, in‑store, CRM, influencer and media channels.

Standout activations include two of the UK’s longest 48-sheet out-of-home installations in Shoreditch and Clapham, built by Grand Visual, plus a bold welfare-label rollout in-store and across campaigns.

Nathan Ansell, Chief Customer Officer at Waitrose explains: “Working with our creative partners – and Alex Horne and The Horne Section – we’ve been able to launch a campaign that celebrates our commitments with honesty, humour, and one hell of an earworm. We hope it encourages UK shoppers to check, check, check their chicken.”

Jane Ridehalgh, Business Director at MG OMD, said: “To maximise impact, we prioritised channels which offered us the opportunity to showcase Waitrose’s commitment in an engaging, visual way. Notably, our special build OOH delivered this message in a fun, creative way via custom built unique installations that emphasised the breadth of products included.

Jack Croft and Stacey Bird, Executive Creative Directors at Wonderhood Studios, added: “It’s been an absolute pleasure to turn such an important commitment from Waitrose into such a silly and entertaining idea.”