Waitrose releases the first part of its intriguing Christmas ad campaign.
- The storyline involves a star-studded cast led by Matthew Macfadyen.
- The plot centres around a missing Waitrose dessert on Christmas Day.
- A unique two-part approach keeps viewers guessing over weeks.
- In-store activities and media partnerships enhance campaign engagement.
Waitrose has embarked on an innovative advertising journey this festive season with the introduction of its first instalment in the ‘Sweet Suspicion, A Waitrose Mystery’ campaign. This highly anticipated advertisement enlists a stellar lineup, featuring Matthew Macfadyen from Succession, Joe Wilkinson, Rakhee Thakrar, and Sian Clifford, amongst others. The 90-second film, directed by Lucy Forbes, captures a family in the throes of Christmas day preparations, which takes an unexpected turn when the No.1 Waitrose Red Velvet Bauble Dessert mysteriously disappears. The ad piques curiosity as amateur detective Matthew Macfadyen sets out to uncover the truth behind the missing dessert.
The narrative cleverly weaves in a variety of notable ‘food stars’, including a melting Reuben Rarebit, Brown Butter Mince Pies with Cognac, and a Treacle Glazed Turkey Crown, adding a layer of delectable intrigue to the storyline. This campaign marks a novel strategy for the retailer, as the story unfolds over a series of weeks and concludes with a 60-second film that promises to reveal the identity of the dessert thief to the anxious audience.
Supporting the ad, a comprehensive Christmas campaign extends beyond the screen. There will be a strategic social media activation featuring exclusive character alibis, complemented by a physical evidence board prominently displayed at London Kings Cross Station. Partnerships with ITV and The Times & Sunday Times further expand the campaign’s reach.
Moreover, in-store interactions will involve Waitrose Partners donning ‘suspect’ t-shirts, adding an element of in-person engagement. Nathan Ansell, Waitrose’s customer director, highlighted the campaign’s intent to entertain while showcasing their premium product range, noting, ‘Our Christmas Campaign is all about how Waitrose food is so good, you can’t wait to get your hands on it.’
Waitrose’s creative ‘whodunnit’ campaign artfully combines festive joy with a sense of mystery.
