Premium grocer Waitrose has unveiled a classic mystery-themed film for its 2024 Christmas ad campaign, with an all-star cast enlisted to appear to across two blockbuster episodes.
‘Sweet Suspicion: A Waitrose Mystery’, was developed in collaboration with leading London agency Saatchi & Saatchi and is centred around a family of food lovers preparing for Christmas day, only to discover that their No.1 Waitrose Red Velvet Bauble Dessert has gone missing.
The big-budget spot features a stellar cast made up of Matthew Macfadyen from “Succession”, comedian Joe Wilkinson from “Afterlife”, Rakhee Thakrar of “Sex Education”, Sian Clifford from “Fleabag”, Dustin Demri-Burns of “Slow Horses” and Eryl Maynard from “Miss Marple”
Directed by Lucy Forbes, the work also aims to showcase the length and breadth of the retailer’s festive food range, which includes its Reuben Rarebit, Brown Butter Mince Pies with Cognac and Treacle Glazed Turkey Crown.
“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,” Waitrose customer director, Nathan Ansell said.
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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 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!”
The wider campaign will be supported by concerted social media activity, with an activation featuring exclusive character alibis, alongside a special appearance by some of the nation’s favourite detectives trying to help crack the case.
There will even be a physical evidence board placed at King’s Cross station, with the creative set to be further amplified by partnerships with ITV and The Times and Sunday Times.
Saatchi & Saatchi chief creative officer, Franki Goodwin added: “When an idea is so good, and the brand is so loved, that actors we’re not typically used to seeing in ads show up and steal the scenes – and the pudding – you know you’ve got a Christmas treat on your hands.”
