Waitrose launches a captivating two-part Christmas advert with a star-studded cast, sparking curiosity among viewers.
- The campaign, titled ‘Sweet Suspicion, A Waitrose Mystery’, features notable actors in a festive ‘whodunnit’ narrative.
- A family prepares for Christmas, only to find their dessert missing, leading to a thrilling amateur investigation.
- The mystery unfolds over weeks, with a final revelation planned in a shorter, concluding segment.
- Waitrose integrates interactive elements, including social media activations and partnerships, enhancing viewer engagement.
Waitrose has introduced its first instalment of a two-part Christmas advertising campaign, engaging audiences with an intriguing ‘whodunnit’ theme. The advert, named ‘Sweet Suspicion, A Waitrose Mystery’, showcases a variety of beloved actors, including Matthew Macfadyen, Joe Wilkinson, Rakhee Thakrar, and Sian Clifford. Also featured are Dustin Demri-Burns and Eryl Maynard, enriching the 90-second film directed by Lucy Forbes.
In the storyline, a family is seen joyfully preparing for Christmas, when they realise the No.1 Waitrose Red Velvet Bauble Dessert has mysteriously disappeared. Matthew Macfadyen’s character steps into the role of an amateur sleuth, curious to uncover the perpetrator behind this yuletide crime.
Distinct ‘food stars’ are cleverly highlighted, such as a melting Reuben Rarebit, Brown Butter Mince Pies with Cognac, and a Treacle Glazed Turkey Crown, adding culinary interest to the visual narrative. This novel approach for Waitrose sees the mystery gradually unfolding, with a 60-second film set to reveal the identity of the dessert thief in a few weeks.
The broader festive campaign is not restricted to the television screen. Waitrose has orchestrated a dynamic engagement strategy, incorporating exclusive digital character insights on social media platforms. Additionally, the campaign features a physical evidence board at London’s Kings Cross Station, collaborations with ITV, and media partnerships with The Times & Sunday Times.
In-store activities are set to captivate customers further, with Waitrose staff donning ‘suspect’ T-shirts, fostering a playful yet immersive shopping experience. Waitrose’s customer director, Nathan Ansell, expresses the campaign’s intent by stating, ‘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.’
The Waitrose 2024 Christmas campaign successfully combines mystery and festive joy, offering a unique and engaging experience for all.
