Waitrose’s Christmas ad campaign wraps up with a mystery unravelling.
- The two-part series features celebrity appearances, enhancing the festive allure.
- A cleverly hidden dessert is at the centre of the plot’s resolution.
- Viewers were highly engaged with predictions and theories, reflecting the campaign’s success.
- Social media buzz boosted the campaign’s reach and viewer interaction.
Waitrose has successfully brought its festive ‘whodunnit’ Christmas campaign to a close. The series, titled ‘Sweet Suspicion, A Waitrose Mystery’, captivated audiences with its intriguing plot and celebrity cast, including Matthew Macfadyen and Joe Wilkinson. The narrative revolves around the mystery of the missing No.1 Waitrose Red Velvet Bauble Dessert.
In the final episode, crafted by Saatchi & Saatchi, viewers follow Macfadyen’s detective character as he pieces together clues to solve the mystery. Through flashbacks to Christmas Day, the detective unravels how the dessert was concealed. The mystery culminates with the discovery of Steve, portrayed by Dustin Demri-Burns, indulging in the dessert inside a gingerbread house, eventually being caught in the garden shed.
The conclusion was well-received, with the family gathering to enjoy the dessert together. This creative approach not only entertained but also engaged a wide audience, evidenced by the campaign amassing over 150 million views across various platforms, marking it as Waitrose’s largest Christmas campaign to date.
The anticipation was fuelled in part by customers and partners participating actively in the ‘whodunnit’ spirit. Waitrose Customer Director Nathan Ansell noted the enthusiastic involvement, with store employees wearing T-shirts featuring predictions, and customers contributing their theories through social media polls and direct messages.
The campaign’s creative lead, Franki Goodwin of Saatchi & Saatchi, emphasized the overwhelming response and the excitement generated by the campaign’s interactive elements. The combination of celebrity involvement and interactive storytelling captured the nation’s imagination, driving immense online engagement.
The Waitrose Christmas campaign exemplified successful audience engagement through its creative storytelling and strategic use of media.
