Waitrose & Partners - Pick for Britain

'Pick for Britain' is a government-backed initiative, supported by Waitrose and ITV

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'Pick for Britain' is a government-backed initiative, supported by Waitrose and ITV, that aims to recruit 70,000 fruit and veg pickers to harvest Britain’s produce this summer as coronavirus restrictions prevent EU seasonal workers from returning to farms. Without an immediate influx of people, the nation’s fruit and veg will be left to rot. Our multi-channel campaign to support the initiative, including TV, radio, social and print, was produced in under three weeks.

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