The Challenge
The COVID-19 pandemic hit the food industry hard, especially for farmers across the UK. With a shortage of farm hands to pick ripe produce, food began to spoil in fields and farmers began to suffer under the financial strain. Adam&eveDDB partnered with Waitrose & Partners and ITV to help farms harvest during COVID.

The Solution
A government-backed initiative, ‘Pick for Britain’ aimed to recruit 70,000 fruit and vegetable pickers to help harvest Britain’s produce in light of the coronavirus restrictions that prevented EU seasonal workers from picking the harvest.