UkTVFood's new show ‘The Market Kitchen’ was the ideal environment for Waitrose sponsorship. Presented as live by food experts from Borough Market, the program advocates fresh, local produce with an emphasis on quality – values central to the Waitrose brand.The program attracts food lovers who, like Waitrose customers, are passionate about food that’s good for the palate and conscience.The idents promote British products with wit and charm. They remind viewers what’s seasonal in an accessible way – challenging perceptions of an austere, worthy brand. Like all Waitrose advertising these are beautifully shot, maintaining the brand’s quality credentials.