The People’s Potato

Agency: John Lewis Partnership


The humble potato stars in a new campaign breaking this week for Waitrose exploring how the meaning of ‘British’ has evolved – the first work to go live created by young people through Create Not Hate’s innovative new programme with the John Lewis Partnership.

Inspired by the insight that there’s more that unites than divides us, the young creatives’ campaign – ‘The People’s Potato’ – highlights the fact that the ubiquitous staple of British cuisine (that actually originated in South America) is a fundamental ingredient in cuisines worldwide.

This idea is brought to life in a series of print and digital executions showing piles of potatoes waiting to be scrubbed and prepared. While the potatoes look much the same, each has a different potato dish – reflecting potato-based recipes from around the world that are some of the creatives’ favourites.

By using the potato to embody the ‘more that unites us than divides us’ idea, the young creatives’ aim is that the campaign reflects the diversity and multiculturalism of the country today.

‘The People’s Potato’ campaign will comprise a cover wrap on the August 18 edition of Waitrose Weekend, within the magazine, and on social media.

This professional campaign titled 'The People’s Potato' was published in United Kingdom in August, 2022. It was created for the brand: Waitrose, by ad agency: John Lewis Partnership. This Integrated medium campaign is related to the Other industry and contains 1 media asset. It was submitted over 1 year ago.


Waitrose Head of Content & Design
Ashleigh Vinall
Waitrose Creative lead
James Turner
John Lewis Visual Design Lead
Matthew Lake
Creative Director
Trevor Robinson OBE
Programme Participant Creatives
Zaina Marius, Oswald Manning, Megan Dubey, Ellie Callaghan
Waitrose Creative team
Sarah Brenkley, Harriet Bedder, Olivia Rideout, Helena Cowley, Martin Topping, Sarah Carrington, Tim Clark, Gemma Wilson, Lauren Teader-Pye, Harriet Solomon.
Waitrose & John Lewis PR
Kulwant Sohal
Waitrose Copywriter
Ollie Rice, Becky Volker, Alison Oakervee, Alex Mason
Waitrose Photography Team
James Davies, Corrie Heale, Frankie Hill, Zoe Bishop, Sian Davies, Harry Pearson, Lauren Mitchel
Waitrose Marketing
George Taylor, Rochelle Venables, Sarah Rickets, Courtney Freedman-Thompson,
Con Poulos, Wei Tang (stylist)
John Lewis Partnership Mentors
Olivia Rideout, Sarah Brenkley, Harriet Bedder, Franco Perticaro (ADD JL)
John Lewis Partnership Project Management
Victoria Rogers, Claudia Hill
Create Not Hate Project Management
Summer Rozenbroek & Flora Henry
Account Director
Jonathan Dale
Quiet Storm/ Create Not Hate creatives and mentors
Betty Meakin, Emmanuel Areoye, Seb Jamous, Meg Shuttlewood, Ioana Bejenaru, Robyn Bowman
Production of programme film
Quiet Storm - Directors: Betty Meakin & Emmanuel Areoye, Producers: Summer Rozenbroek & Emily Wolley, Editor: David Owen
Post Production of programme film
Quiet Storm - David Owen
Sound Design of programme film
Virtual Sound


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