Waitrose keeps the nation guessing with two-part ‘whodunnit’ Christmas ad
Waitrose has unveiled the first instalment of its Christmas advert – Sweet Suspicion, A Waitrose Mystery – as part of its festive campaign.
Featuring an all-star cast, the ‘whodunnit’ marks the first time that the supermarket has run a two-part ad which will conclude in the coming weeks.
Directed by Lucy Forbes and created by Saatchi & Saatchi, the focus of the 90-second film is a family of food lovers preparing for Christmas day, only to discover that their show-stopping No.1 Waitrose Red Velvet Bauble Dessert has gone missing. It is then up to an amateur detective, played by Matthew Macfadyen, to find the culprit.
In a new approach for Waitrose, the mystery will unfold over the next few weeks when a 60-second film finally reveals the dessert thief to the nation.
In addition to Macfadyen, cast members include Joe Wilkinson from Afterlife, Rakhee Thakrar of Sex Education, Sian Clifford from Fleabag, Dustin Demri-Burns of Slow Horses and Eryl Maynard of Agatha Christie’s Miss Marple.
The ad features Waitrose food items such as a Reuben Rarebit, Brown Butter Mince Pies with Cognac and a treacle gazed Turkey Crown.
Nathan Ansell, customer director at Waitrose, said: “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!”
Waitrose’s wider Christmas campaign will include a social-first activation with exclusive character alibis and a special appearance by some of the nation’s favourite detectives trying to help crack the case.
The supermarket will also have a physical evidence board at London’s Kings Cross Station and will be running partnerships with ITV and The Times & Sunday Times. Waitrose will also keep the nation guessing with activity in-store from Waitrose team members who will be wearing ‘suspect’ t-shirts.
Franki Goodwin, chief creative officer at Saatchi & Saatchi, said: “We talk about culture a lot in this industry, but this campaign bridges the gap between Christmas advertising and big-audience entertainment.
“This is an entirely new direction for Waitrose at Christmas, one that we believe a brand as celebrated by British food lovers can only achieve, and it’s been a privilege to bring it to life.”
