Waitrose has launched its innovative Christmas advert campaign today, featuring an "all-star" cast and a unique two-part format.
The first instalment of "Sweet Suspicion, A Waitrose Mystery" promises to leave Britons guessing, as a Christmas dessert is stolen and viewers are left wondering "whodunnit".
The 90-second film, directed by Lucy Forbes, showcases the retailer's Christmas food range using a star-studded ensemble cast. Making a festive appearance are Succession's Matthew Macfadyen, Afterlife's Joe Wilkinson, Sex Education's Rakhee Thakrar, Fleabag's Sian Clifford, Slow Horses' Dustin Demri-Burns and Eryl Maynard of Agatha Christie’s Miss Marple.
The "whodunnit" mystery will unfold over the coming weeks in the lead-up to Christmas, with a 60-second follow-up film set to reveal the culprit behind the dessert theft.
'We’re keeping Waitrose customers guessing with a 'whodunnit' festive crime drama'
Waitrose
The 90-second film, created by Saatchi & Saatchi, centres around a family preparing for Christmas day. The plot thickens when the No.1 Waitrose Red Velvet Bauble Dessert mysteriously disappears.
Matthew Macfadyen plays an amateur detective tasked with uncovering the culprit. Suspects include a disgruntled Grandma and Samira, the perfect hostess who may have had enough of the holiday chaos.
The advert showcases Waitrose's Christmas food range, featuring delectable items such as melting Reuben Rarebit, Brown Butter Mince Pies with Cognac and a Glorious Treacle Glazed Turkey Crown.
The wider Christmas campaign extends beyond the television adverts, engaging viewers across multiple platforms.
A physical evidence board will be displayed at London Kings Cross Station, adding an interactive element to the mystery. It comes as part of an exclusive ITV partnership with The Times and Sunday Times.
In stores, Waitrose partners will wear suspect T-shirts, keeping customers guessing about the culprit's identity until the second instalment of the advert is premiered.
This innovative campaign marks a first for Waitrose, with the mystery unfolding over several weeks.
The campaign's reach extends beyond television, with exclusive character alibis and special appearances by popular detectives set to appear on social media platforms.
Customer director at Waitrose, Nathan Ansell, commented: "For the first time, we’re keeping Waitrose customers guessing with a 'whodunnit' festive crime drama featuring a stellar cast for this year’s Christmas ad.
"Our Christmas campaign is all about how Waitrose (Christmas) food is so good, you can't wait to get your hands on it, so we’ve showcased the very best of our delicious range while also adding a touch of festive fun and sparkle. Was it Uncle Phil? Was it Fig the cat? You’ll have to wait and see!"
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'Our Christmas campaign is all about how Waitrose (Christmas) food is so good, you can't wait to get your hands on it'
GETTY IMAGESWaitrose is the latest in a series of supermarkets that have shared some details of their 2024 festive adverts.
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