I've always believed that a TV ad should be a feast for the eyes as well as promote product. By now you've probably seen the new Waitrose ad where Partners and a cast of extras unroll the world's largest picnic rug, ready for an al fresco feast. The rug is bigger than four tennis courts and weighs a hefty tonne and would have been the star of the show, if it weren't for the delicious food. Care of Waitrose, of course.

Picnics are a big theme this week, as we interview Mark Price, Managing Director of Waitrose, about his gastro-book, The Great British Picnic Guide. And while eating al fresco might remind you of your childhood (it certainly does with Mark), it's worth noting that the nostalgic arts of dressmaking and crafts are making a comeback – and it's reflecting in haberdashery sales. Sew far, sew good...

Cayte Williams
Associate Editor